Chipotle is facing fresh criticism after leaked comments from its CEO suggested the fast-casual chain may continue raising prices and shift its focus toward wealthier customers.
In a recent earnings call, Scott Boatwright said, “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 meaningful way.”
According to Boatwright, Chipotle’s core audience tends to be younger, digitally savvy, and aligned with the brand’s focus on clean ingredients and high-protein options.
“We are the way they want to eat, and we’re going to lean into that in the most meaningful way,” he said, according to Business Insider and reported by Fox Business.
Following those comments, some online critics accused Chipotle of turning its back on everyday consumers.
The phrase “lean into” wealthy customers drew particular attention, prompting a round of headlines and social media backlash.
Boatwright later attempted to clarify the comments, calling the coverage “misinformation.”
In a statement to Yahoo Finance, he said, “60% of our consumers’ average household income is over $100,000 a year, and they’re still spending in this tough economy.”
He added, “We’re going to lean into those consumers with brand innovation, menu innovation and really give them more compelling reasons to come in.”
Prices on the Rise, But Slower Than Industry Average
The comments came as Chipotle confirmed a modest price increase for the quarter.
Chief Financial Officer Adam Rymer said during the earnings call that consumers can expect menu prices to increase by about 1% to 2%, citing higher food and labor costs.
Still, the company says it’s being cautious. In a statement to Complex, Chipotle spokesperson Laurie Schalow said, “Pricing was never mentioned regarding this consumer cohort, and Chipotle has taken a slow and measured approach by only increasing prices in this quarter by around 0.7% compared to the industry average of 4%.”
Chipotle has also recently introduced a high-protein menu and new digital experiences aimed at younger, health-conscious spenders.
Flat Growth and Falling Shares Add Pressure
The renewed focus on wealthier customers comes during a challenging time for Chipotle.
After being a Wall Street favorite for years, the company’s stock fell about 31% in 2025 and is now facing a “flat” outlook for same-store sales in 2026, according to Yahoo Finance.
While inflation continues to push restaurant prices up across the board, some longtime customers have expressed concern that Chipotle’s premium approach is distancing it from its value-based roots.
The company says it’s trying to balance the financial realities of food costs with accessibility.
Boatwright pointed to lower-priced options still on the menu. Chipotle offers a high-protein bowl starting at $3.50 and side proteins at $3.80, according to the company.
New Budget Option Being Tested
To bridge the gap, Chipotle is testing a mid-day deal it’s calling “Happier Hour.”
Similar to offers at casual chains like Applebee’s, the idea is to offer lower-priced bundles to boost sales during slower hours.
“Maybe a couple of tacos and a beverage” for $10 or less is one possibility, Boatwright suggested.
“We’ll see how it performs, and if we feel like it’s a compelling offer and it creates value for our consumer, it’s something we will certainly lean into.”
While no final decision has been made, the strategy suggests Chipotle is aware of the tension between its rising prices and its broader customer base.
As inflation remains sticky and restaurants compete for a shrinking pool of discretionary income, the chain’s success may depend on how well it balances innovation for high earners with value for the rest of its customers.