Chipotle CEO: Here's why we are testing a happy hour
Brian Sozzi ·
Executive Editor
Mon, February 9, 2026 at 4:06 PM EST
2 min read
In this article:
Let the good times roll at Chipotle (CMG) — the company said it's about to test a happy hour offering.
"We're going to give it a shot and see what it looks like for us. We're calling it Happier Hour, so think maybe a couple of tacos and a beverage sometime during the middle daypart ... And we feel like it's a compelling offer, and it creates value for our consumer," Chipotle CEO Scott Boatwright told me on Yahoo Finance's Market Domination (video above).
"So we have more work to do on exactly what we'll launch in the test, but we're thinking something probably lower than 10 bucks … I think it's our way into really giving back to the community in a meaningful way and really expanding that daypart to bring more customers in the restaurants," Boatwright added.
Chipotle gave away $1 million in free food as part of a Super Bowl promotion. The codes, available to the first 100,000 people who redeemed them, are valid in the US through Feb. 12.
Boatwright confirmed to Yahoo Finance that Chipotle gave away 100,000 meals and hinted that the company could do similar promotions later in the year.
Chipotle has had a yearlong stretch of being un-Chipotle-like — meaning its earnings and stock price aren't in high-growth mode.
The restaurant chain's fourth quarter same-store sales fell 2.5% as it continued to battle through weak customer traffic trends amid affordability headwinds. The company sparked online debate after Boatwright disclosed on the earnings call that 60% of its core customers make more than $100,000 in annual income.
Its 2026 outlook disappointed the Street when the company said it expects sales in 2026 to be unchanged. The Street was looking for an increase of 1.8%.
While the company signaled a decent start to the first quarter, sales remain subdued. The company was unwilling to forecast a strong bounce-back, as cold winter weather has also kept consumers at bay.
Chipotle stock is down 32% in the past year, compared to a 6% gain for McDonald's (MCD), which has been more aggressive in marketing new affordable menu options.
To turn the ship around, Chipotle plans to introduce several limited-time offerings, such as chicken al pastor. It has also released a small bowl of grilled chicken for $3.95 to reach cost-conscious consumers.
"We would like to see traffic inflect back to positive trends consistently to argue for multiple expansion/get more constructive," JPMorgan analyst John Ivankoe said.
Brian Sozzi is Yahoo Finance's Executive Editor and a member of Yahoo Finance's editorial leadership team. Follow Sozzi on X @BrianSozzi, Instagram, and LinkedIn. Tips on stories? Email brian.sozzi@yahoofinance.com.
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