Chipotle's 'Happy Four Hours' Promotion Caters to the Happy Hour Crowd
Katherine Pendrill — August 16, 2016 — Lifestyle
As part of an ongoing effort to win back customers since its foodborne illness outbreaks last year, Chipotle is launching a new promotion called 'Happy Four Hours,' which promotes the chain as a place to grab a drink instead of just a burrito.
The Happy Four Hours promotion is set to run from August to September in several Midwest states. The promotion involves half-priced alcoholic drinks such as margaritas and beer between the hours of 4PM and 8PM. The promotion varies slightly from state to state, meaning consumers may not enjoy the same deal at each location.
The promotion represents a new direction for the burrito chain, which has often placed the emphasis on its use of natural and sustainable ingredients. Now it seems that Chipotle is hoping its drink menu will renew interest in the once-popular chain.
The Happy Four Hours promotion is set to run from August to September in several Midwest states. The promotion involves half-priced alcoholic drinks such as margaritas and beer between the hours of 4PM and 8PM. The promotion varies slightly from state to state, meaning consumers may not enjoy the same deal at each location.
The promotion represents a new direction for the burrito chain, which has often placed the emphasis on its use of natural and sustainable ingredients. Now it seems that Chipotle is hoping its drink menu will renew interest in the once-popular chain.
Trend Themes
1. Alcohol Promotions - Chipotle's 'Happy Four Hours' promotion highlights the trend of restaurants offering discounted alcoholic drinks as a way to attract customers and increase sales.
2. Happy Hour Crowds - The 'Happy Four Hours' promotion taps into the trend of catering to the after-work happy hour crowd, providing an opportunity for businesses to target this specific customer segment.
3. Menu Diversification - Chipotle's focus on expanding its drink menu reflects the trend of restaurants diversifying their offerings beyond food, presenting an opportunity for food establishments to explore new revenue streams.
Industry Implications
1. Restaurant Industry - The 'Happy Four Hours' promotion showcases a disruptive innovation opportunity within the restaurant industry, encouraging businesses to adopt similar strategies to attract customers.
2. Alcoholic Beverage Industry - The trend of offering discounted alcoholic drinks during specified hours presents a disruptive innovation opportunity for the alcoholic beverage industry to collaborate with restaurants and drive sales.
3. Hospitality Industry - The concept of attracting happy hour crowds through promotions like Chipotle's 'Happy Four Hours' presents a disruptive innovation opportunity for the hospitality industry to create engaging experiences for customers.
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