A few years back, the fast-food “giant” Chipotle very famously experimented with serving breakfast burritos. The news first began to pop up as certain locations began serving coffee. Pretty soon, wouldn’t you know it that some locations began to deal out the breakfast burrito in a few, lucky locations.
It’s well-known that the company’s test sites were mainly at airports where they are contractually bound to be open during breakfast hours. Since they were already open during these hours, it made sense to roll out the tests in such locations.
Many waited with baited anticipation, hoping that soon locations across N. America would follow suit. But alas, it was never meant to be.
Why?
This is where things get interesting. Chipotle would have made an incredible amount of money if they offered the breakfast burrito…however, they were not in any need of making an incredible amount of money because they already do so with their lunch and dinner offerings. Why diversify when you are already on top? It’s unnecessary.
Diversity in business can be good in business, especially when it is necessitated by need and demand. But if there’s no need, why meet the demand when you are already good at what you do.
Perhaps some food for thought…or at least a burrito, albeit not a breakfast burrito.
Read the full article here: Chipotle’s breakfast burrito