Chipotle Mexican Grill's (CMG) - Get Chipotle Mexican Grill, Inc. Report chief marketing officer Mark Crumpacker has sent an internal memo to employees, obtained by Bloomberg, discussing the fast-casual chain's queso launch.
"The formal research we conducted prior to rolling out queso nationally showed very different results than what you might assume if you only looked at comments on social media," Crumpacker said. "The decision to move forward with the launch was based not on social media comments, but instead on in-depth research and the sales impact in the test markets."
He argues that the company's introduction of queso will ultimately drive foot traffic.
Chipotle, which faced backlash on social media after it launched queso nationwide a week ago, has been trying to ignite sales after a string of food safety concerns at some locations.
Chipotle is also working to refine the queso, which caught some flack online.
"We have made progress in making it smoother," Crumpacker said. "But the bottom line is that we are not going to be able to replicate the gooey consistency of the queso you might get at the ballpark or at a movie theater because those products are not made from real ingredients."
Shares of Chipotle were rising in afternoon trading on Friday.
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