Description: Shares of Chipotle hit all-time highs after the restaurant chain reported a 6% surge in same-store sales. It seems consumers can’t resist affordable food luxuries, as shares of Starbucks, Whole Foods and Dunkin’ Brands have also reached new heights.
Source: CNNMoney.com – video report
Date: Oct 18, 2013
Questions for Discussions:
- Who is the target customer for this fast-food chain?
- How sensitive do you think customers are to an increase in prices?
- Could a price increase work better if it was only associated with a new product?