It’s Still The Middle Of Winter, But Chipotle Is Already Preparing For ‘Burrito Season’
The lines might be short this month, but that's about to change.
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Subscribe for free to get more stories like this directly to your inboxIf you’re tired of the cold, you might be looking forward to the arrival of spring. But for employees at one popular casual dining chain, the moderate weather is just one reason that the months between March and May are particularly notable.
An annual hiring spree
It’s all about something that has become known as “burrito season” among Chipotle employees and customers alike.
The company claims that these months are its busiest year after year — and there’s evidence to back it up. According to payment processing company Square, burrito sales at Chipotle locations using its card readers saw a 20% increase between March and May last year compared to the preceding three-month period.
In order to prepare for the sudden arrival of guac-craving burrito (and bowl and nacho and taco and salad) fans, Chipotle is expected to hire roughly 19,000 additional employees over the next several weeks.
“Weather and daylight”
So what’s the motivating factor behind this annual sales boost? Apparently all those folks who spent the winter loading up on stew and hot chocolate are eager to get out into the sunshine and order up a big ol’ burrito to celebrate. One Chipotle spokesperson summed up the driving force behind burrito season succinctly: “Weather and daylight.”
That seems to be a popular theory, but it doesn’t stop at burritos. Broader research shows that sushi, burgers, and a bunch of other foods see a rise in sales during the same period after experiencing a prominent slowdown in February.
“The warmer spring weather encourages more people to dine out, increasing foot traffic to restaurants,” said equity analyst Siye Desta.
So if you want to join the crowd, you now know when burrito season starts … and if you want to beat the crowd, this month might be your best bet.
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