Premium Cocktail in Line With Ongoing Pursuit of Better Tasting Food
DENVER--(BUSINESS WIRE)--Apr. 22, 2013--
Chipotle Mexican Grill (NYSE: CMG) is adding premium Patrón margaritas
to the menu in its U.S. restaurants. The new margarita is hand-made for
each customer using Patrón Silver tequila, triple sec, a blend of fresh
lime and lemon juices, and organic agave nectar. The Patrón margarita
will be available in about 900 Chipotle restaurants beginning Monday,
Chipotle's new Patron margarita (Photo: Business Wire)
“Many people are not aware, but we have served margaritas at Chipotle
from the beginning,” said Mark Crumpacker, chief marketing officer at
Chipotle. “Previously, however, they were made using a margarita mix and
we didn’t feel they were as delicious as they could be. Our new
margarita recipe eliminates the mix in favor of a few simple
ingredients. The new margarita tastes much better and is a really
terrific addition to our menu.”
Served on the rocks with a wedge of lime, the premium Patrón margarita
is a simple recipe using only a few ingredients, and will be offered to
customers alongside another margarita option made with Sauza tequila.
The Sauza margarita will be available as a house option at a lower
price, but will be made using the same recipe as the Patrón version.
In addition to Patrón and Sauza margaritas, Chipotle also offers beer –
including craft varieties – in many of its restaurants nationwide.
Alcoholic beverages are available to customers 21 and over.
Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea
that food served fast did not have to be a typical fast food experience.
Today, Chipotle continues to offer a focused menu of burritos, tacos,
burrito bowls (a burrito without the tortilla) and salads made from
fresh, high-quality raw ingredients, prepared using classic cooking
methods and served in a distinctive atmosphere. Through our vision of
Food With Integrity, Chipotle is seeking better food from using
ingredients that are not only fresh, but that—where possible—are
sustainably grown and naturally raised with respect for the animals, the
land, and the farmers who produce the food. A similarly focused people
culture, with an emphasis on identifying and empowering top performing
employees, enables us to develop future leaders from within. Chipotle
opened with a single restaurant in 1993 and currently operates more than
1,450 restaurants. For more information, visit Chipotle.com.
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Source: Chipotle Mexican Grill
Chris Arnold, 303-222-5912