Today's news is that the CEO of Chipotle said they will keep increasing prices "just because we can". I don't have a problem with this. This is what every business should do, try to get everything what people are willing to pay for their product.

I personally do not like Chipotle as their burritos are full of rice, but my family loves them. They got a new CEO (Nov 2024) and he seems to be feeling some pressure to increase profits so the easy levers for most useless CEOs is to increase prices and lay people off. Both have long term impacts of ruining the business. The CEO won't care as he will get fired and get his parachute to find another company to trash.

My advice: If you are a Chipotle lover, get your fill, this company is going down.


(This is a UK link)
CEO of Chipotle Allegedly Caught on Recording Indicating They're Going to Keep Raising Prices 'Because They Can'
https://www.ibtimes.co.uk/ceo-chipotle-allegedly-caught-recording-indicating-theyre-going-keep-raising-prices-because-1777201

Leaked audio clip of Chipotle's CEO prompts intense debate over pricing policy amid ongoing menu cost pressures.

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A recording attributed to Scott Boatwright, chief executive of Chipotle Mexican Grill Inc., has surfaced on social media, in which he discusses the company's intention to continue strategic price increases, citing customer income demographics as justification. The clip, circulated widely on platforms including X and Reddit over the past 24 hours, includes remarks that a significant proportion of Chipotle's core customer base earns more than 73,450 ($100,000) a year, giving the company 'confidence' to continue price adjustments. The recording's release has provoked intense reactions from consumers online, with numerous users criticising what they describe as corporate prioritisation of profit over affordability.

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Enjoy the comments.

CEO of Chipotle caught on a recording indicating they’re going to keep raising prices because they can

“We learned that 60% of our core users are over $100,000 a year in income, in average household income. That gives us confidence that we can lean into that group in a more… pic.twitter.com/5nYcigMgJo

— Wall Street Apes (@WallStreetApes) February 7, 2026

Burrito bowls are a right, bro.

CEO makes logical, sound business decision based on data and analysis.

Infinity demonizes the CEO, per usual, and predicts doom.

The end.

Corporations have a duty to their shareholders to maximize profit. If Chipotle thinks they can accomplish that by raising prices, they're free to try it. If you had any fundamental understanding of economics other than CEOs are evil, you would understand that raising prices does not automatically increase profits, especially in a competitive market.

Eh a business should sell its products for what people are willing to pay. But it seems fast food always suffers from short term greed over long term thinking. It's the death by a thousand cuts on quality and price that leaves so many former giants a shell of themselves.

This maybe fine. But they will be more sensitive to the first quality cuts they start making to increase profits now.

I always liked freebirds better anyway

Sounds like someone I'd want running my company...

Chipotle is a better option, from a nutrition standpoint, than fast food. That's a fact, and they're only a buck or two more expensive. So in that sense, they're still the better option.

That being said, if they go up another buck or two they'll be in sit down restaurant territory, and if that happens, I'm getting table service and free chips and salsa for the same money.

Cava is having a coming to Jesus moment because they went thinking the upper middle class would be enough, and they weren't.

Time will tell with Chipotle, but I know there's less people at the ones I go to for lunch than just a few months ago.

That really puts the phrase "lean into it in a more meaningful way" in a whole new context. That's one way to treat your customers, though i agree he is just using economics to maximize profit, he needs to drop the buzzword lovefest.
I'm sure his Board and whoever the Exec VP of marketing is, will be leaning into him in a more meaningful way. If he keeps his job.

A side of guac is about to reach former burrito costs.

this guy should go work in the pharmaceutical industry

In reality the ceo probably wants to chase away the low income riff raff to keep their stores intact.

Chipotle opened 334 company owned stores in 2025, to cross the 4,000 store mark worldwide. Revenue for the year was up 5.4%

However, same store sales were DOWN for the year 1.7%. Not a good sign. 4th qtr same store revenue was DOWN 2.5 %

Sometimes folks at the main office can do some not-so-bright things.

Logos Stick said:

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CEO makes logical, sound business decision based on data and analysis.

Infinity demonizes the CEO, per usual, and predicts doom.

The end.

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The CEO said "we can" not "we have to" Big difference. Their customers will walk if they "can".

Only if it comes with an increase in the quality of the food.

I can get better food at similar prices elsewhere.

Kvetch said:

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Corporations have a duty to their shareholders to maximize profit. If Chipotle thinks they can accomplish that by raising prices, they're free to try it. If you had any fundamental understanding of economics other than CEOs are evil, you would understand that raising prices does not automatically increase profits, especially in a competitive market.

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What I dislike is how Wall Street motives now dominate so much of modern life. A family owned company may focus on longevity, while a stockholder owned company will often make short sighted decisions.

I get that Chipotle caters to the same demo as Starbucks (AWFLs) and likely can get away with becoming "Luxury Fast Food" but it feels like a recipe for eventual consolidation to affluent shopping hubs.

Fundamentally, I don't like how easy it is for stockholders to bail on companies. I'd like to see stock purchases come with a "quick sell penalty" or similar mechanism which helps to disincentivize short-term strategies.

I am not a fan of Chipotle, I actually prefer Freebirds, so this will have no impact on me, but it will be interesting follow the impact on Chipotle moving forward.

The Collective said:

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Burrito bowls are a right, bro.

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Yep, I get an insane amount of protein with a double chicken bowl at a relatively reasonable price. Overall pretty healthy too, I ask for a little less rice and more beans instead. I am full, and it was relatively healthy, and I got like 70g of protein.

Freebirds is better

I like Chipotle.

I generally do not like eating out a lot. Don't get me wrong, I enjoy a good meal at a restaurant, but I bet 95% of my calories come from food prepared in my own kitchen. Maybe more. That's when I am in town.

The challenge is I spend anywhere from 5-10 nights a month in hotel rooms. I generally eat at four places on the road. Subway, Chipotle, Freebirds, and whatever taqueria near my hotel that gets good reviews. And I buy grapes to snack on.

Chipotle is one of the few places I can eat and not feel like garbage after it.

This is a classic business decision... let supply and demand set the market rate.

Chipotle is horrible now and has been sliding downwards for years. I say let them gouge the few customers they have left and drive themselves into bankruptcy.

agsalaska said:

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Chipotle is one of the few places I can eat and not feel like garbage after it.

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Yup. Its the gymbros meal of choice.

If I absolutely had to eat out, Chipotle is going to be high on the list (but I would hate spending that much money on an effing burrito).

No worries. Pepsico is dropping their prices for the lolpoors that have been priced out of... Chipotle.

https://www.pepsico.com/newsroom/press-releases/2026/pepsico-makes-iconic-snacks-more-affordable-ahead-of-super-bowl

I think he's out of touch and miscalculating if he believes $100k a year translates to plenty of extra income to spend on food from Chipotle. After the last 5 years of inflation and rising costs of living, thats not very much. If it was $200k, he would have a point.

But I don't have an Issue with what he's saying in concept. Of course Chipotle can raise prices "because they want to," or for any other reason.

Let them? If people are willing to pay, you have a business model that works. I guess people are still paying $20 for a 5 Guys burger, but I'm not. Screw that.. I made 6 burgers myself that are comparable for $21 over the weekend.

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A side of guac is about to reach former burrito costs.

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No joke there, my wife always adds guac and I think that was pushing $4 the last time we went.

As far as the Freebirds discussion, I hadn't been for quite some time (likely due to spending 5 years in Oregon) and I went to the one closest to my new house recently (around noon on a Sunday). There was only one person behind the counter when I got there and she was busy filling a to-go order. When she finished that she came to the counter, apologized and helped the family in line in front of me.

By the time it was my turn, the other employee came in from the visible back door (presumably from a smoke break) and went straight to the grill to remove the meat that was languishing there. He came to the counter to make my order after that. When I was eating my food at home my wife kept asking why I was making "disappointment face" and it was probably because the rice was mushy, the fajita meat was bland, they changed the BBQ sauce AGAIN, and I had just paid $15 for this mess. The black beans and hot sauce were OK though.

Maybe it was a bad day, maybe it was that location but I won't go back to that one for the foreseeable future.

Kvetch said:

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, Corporations have a duty to their shareholders to maximize profit. If Chipotle thinks they can accomplish that by raising prices, they're free to try it. If you had any fundamental understanding of economics other than CEOs are evil, you would understand that raising prices does not automatically increase profits, especially in a competitive market.

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They should first go as lean as possible and get rid of their many layers of "management".

Like all corporations, there are tons of layers that have no intrinsic value. I ran 24 states as a Regional Manager. Had hundreds and hundreds of direct reports. Was easy to do. There's no reason for all of the layers upon layers of "management" in most, if not all, corporate structures. That is a TON of freed up revenue.

Some people don't mind getting ripped off. But I'm not one of those people. Give me sit down food or I'll make it myself for better quality and taste

BigRobSA said:

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Kvetch said:

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, Corporations have a duty to their shareholders to maximize profit. If Chipotle thinks they can accomplish that by raising prices, they're free to try it. If you had any fundamental understanding of economics other than CEOs are evil, you would understand that raising prices does not automatically increase profits, especially in a competitive market.

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They should first go as lean as possible and get rid of their many layers of "management".

Like all corporations, there are tons of layers that have no intrinsic value. I ran 24 states as a Regional Manager. Had hundreds and hundreds of direct reports. Was easy to do. There's no reason for all of the layers upon layers of "management" in most, if not all, corporate structures. That is a TON of freed up revenue.

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you did 100s and 100s of year end reviews???

If customer's don't like it, they can go elsewhere.

The real question is whether or not Chipotle is opening up more competition in the space. The margins on a $12.00 burrito bowl are probably pretty healthy.

The Chipotle in Cypress that I like is not very far from a Torchy's. Torchy's bowls are around $14 and taste a lot better, and can be ordered to go. Playing with fire here, IMO, but I guess we will see how this works out for them.

Torchys at the boardwalk?

This is an outrage! I will continue not eating at chipotle.

Ragoo said:

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BigRobSA said:

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Kvetch said:

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, Corporations have a duty to their shareholders to maximize profit. If Chipotle thinks they can accomplish that by raising prices, they're free to try it. If you had any fundamental understanding of economics other than CEOs are evil, you would understand that raising prices does not automatically increase profits, especially in a competitive market.

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They should first go as lean as possible and get rid of their many layers of "management".

Like all corporations, there are tons of layers that have no intrinsic value. I ran 24 states as a Regional Manager. Had hundreds and hundreds of direct reports. Was easy to do. There's no reason for all of the layers upon layers of "management" in most, if not all, corporate structures. That is a TON of freed up revenue.

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you did 100s and 100s of year end reviews???

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I did everything. Payroll, onboarding paperwork, etc. So, yes.

It's not hard, if you're not lazy.

Anybody who would eat there on purpose deserves to overpay.

So statements made in a public earnings call are now "Caught on a recording..."