Chipotle renamed its barbacoa filling because customers didn't know what it was.
It has now been renamed "braised beef barbacoa," its CEO said.
AdvertisementChipotle's CEO said it had to rename its barbacoa burrito filling because diners weren't sure what it was.
"Many of our guests did not know that barbacoa was braised beef," CEO Brian Niccol told analysts at the company's first-quarter earnings call on Monday.
The item, which is labeled on its US menu as "beef barbacoa" and in its ads as "braised beef barbacoa," is available as a filling for burritos, burrito bowls, salad bowls, tacos, and quesadillas.
Persons:
Chipotle, Barbacoa, —, barbacoa, Brian Niccol
Organizations:
Service, Business
Locations:
Mexico