Do Most Chipotle Customers Know What Barbacoa Is?

Veuer

Business Insider reports that Chipotle CEO Brian Niccol said in an earnings call that the company had to change the name of its barbacoa because customers weren’t familiar with the term. Veuer’s Matt Hoffman has the story.

Transcript

00:00Do you know what barbacoa is?

00:02If so, Chipotle's CEO says you're at the head of the class.

00:06The company held an earnings call on Monday.

00:08Business Insider reports that on the call,

00:10CEO Brian Nickel noted that they had to relabel their barbacoa meat

00:14as braised beef barbacoa because, quote,

00:17many of our guests did not know that barbacoa was braised beef.

00:21As a matter of fact, barbacoa isn't always braised beef.

00:24Food Network Kitchen says the term can refer to a variety of methods

00:27and seasonings for slow-cooking meat.

00:29Business Insider has previously reported that Chipotle's barbacoa

00:32is prepared in the central kitchen and then shipped to local restaurants.

00:36Despite this bit of confusion,

00:37the company's first quarter performance was strong with 14.1% revenue growth.

00:42According to Yahoo Finance, Nickel said he's confident that, quote,

00:45we can achieve our long-term target of more than doubling our business

00:48in North America and expanding internationally.

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