Chipotle Stock Craters: Young People Without Jobs Cannot Afford Their Food
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Chipotle's stock plummeted after the company attributed declining sales to young people without jobs being unable to afford their food, sparking debate among commenters about the validity of this claim and the broader economic implications.
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I smiled at being caught in an unguarded state of preoccupation with my dark thoughts. Then I took a sip of the decaf.
“It’s good. Tastes like the real thing,” I said, and this time I was telling the truth.
“Nothing hard about making a good cup of coffee,” Lillian said to this customer as she lit up another cigarette.
And that statement provided something of an answer to my questions about Lillian and her business. Because the coffee at the Metro Diner didn’t have to be as good as it was, nor did the excellent food served there have to be so carefully prepared or so reasonably priced. That was not how we did things where I happened to work. The company that employed me strived only to serve up the cheapest fare that its customers would tolerate, churn it out as fast as possible, and charge as much as they could get away with. If it were possible to do so, the company would sell what all businesses of its kind dream about selling, creating that which all our efforts were tacitly supposed to achieve: the ultimate product –– Nothing. And for this product they would command the ultimate price –– Everything.
The McDonalds burger went from $12 to $18, but it's still the same terrible product. The hipster burger joint price went from $20 to $22, and that is a dramatically better burger.
The difference is that the local burger place doesn't have to show a 7% increase in profit year after year in perpetuity. Their price was set for "I can live a modest life off the profit and pay my employees a wage competitive enough to actually staff my restaurant, and therefore also end up with people more competent than your average fast food worker". That gives you more value per dollar, because more of your dollar is being spent on actual product and service rather than paying absurd and unjustifiable salaries to an entire building full of overpaid "management" and administration in the highest cost of living part of the country. Fewer shareholders to pay too.
So instead of the price delta between absolute trash and quality being $8, now it's $4.
I am told inflation is a bad thing, but it is making lots of small business that we desperately want and need much more competitive. A smaller business has far less pricing power and therefore less ability to pass on a cost increase.
Businesses have found that people are willing to spend ~$20 on a fast/fast-casual lunch, and now most everybody charges that amount. But the national chains are also aiming for food consistency between locations, which means that my Chipotle and McDonald's meal is going to be only as good as they can economically make it in a blasted food desert like Indianapolis, whereas the local restaurants and regional chains can take advantage of me living less than 200 miles of 40% of the country's fresh produce production.
The fast food / fast-casual segments are losing price differentiation, and the fast food options are losing on quality.
In N out double double meal is $11, but McDonalds app has free fries so a Double Quarter (with 2x meat), fries, and drink is $9…
If you consider guacamole an extravagance, the more basic burrito at the tacqueria is $13.49, so the gap shrinks, but is still in the tacqueria's favor.
Between the two, Chipotle's chips are better, but everything else is a downgrade quality wise.
And I don't think it's reasonable to include coupons in McDonald's pricing. I'm not installing malware on my phone to save the $3 a McDonald's fry costs.
> In 2018, Niccol became the CEO of Chipotle Mexican Grill, replacing founder Steve Ells. Although Niccol had moved west to Newport Beach, California to join Taco Bell, he did not move back east to Denver when he joined Chipotle. Rather, under his leadership, Chipotle moved its headquarters from Denver to Newport Beach. During his tenure, he helped double Chipotle's revenue while its profits increased almost seven times. The stock price of Chipotle has increased by almost eight times under Niccol. Niccol also increased salaries for Chipotle's retail staff and expanded employee benefits. In 2023, Niccol's total compensation at Chipotle was $22.5 million, or 1,354 times the median employee pay at Chipotle for that year.
https://en.wikipedia.org/wiki/Brian_Niccol#Chipotle_Mexican_...
https://www.macrotrends.net/stocks/charts/CMG/chipotle-mexic...
https://sherwood.news/business/chipotle-sales-grown-since-20...
(he's also staunchly anti labor/anti union)
https://www.in2013dollars.com/us/inflation/2020?amount=1
As govt inflation rates are often reported lower than actual, there's a good chance real inflation (or perhaps food inflation) was higher, and in spitting distance of 45%.
As of this year, that same single packet of ramen is now 50 cents.
100% inflation over 13ish years. For an item made by an assembly line out of dirt cheap components.
The commodity price of wheat has more price movement than I expected, but roughly has only gone up by 20% in the same time frame.
Here in Maine, fresh lobster has frequently in a retail store been cheaper than ground beef per pound. Sometimes by as much as half the price. Our industry was catching far too much, and had frequent price problems until we started selling it to China.
You can buy lobster on EBT. Remember that a significant portion of the goal of Food Stamps is to be a subsidy to food producers. Maine's lobster industry benefits from that subsidy.
In a similar way, Susan Collins once made the US federal government buy tons of Maine blueberries for school lunch programs to improve pricing during a high yield year.
Lobster is a rare luxury in Colorado for sure, but in some coastal states it is downright abundant. If you live near a fishing community, lobster is like $2 per giant bucket, not pound. Its luxury is mostly artificial and marketing.
Food deserts are a huge problem, but they are not caused by Food Stamps. Food deserts are caused by the same thing as nearly every bad thing that affects poor people in the USA: that we allowed businesses to M&A themselves into massive conglomerates that get more rights than god and more influence and power than most countries.
Places that used to have local grocers or IGAs lost them because the wealthier members of the poor community could drive an hour away to the Walmart. The IGA didn't lose all its business, but enough to make it nonviable.
Oh that's just free market competition! Walmart was able to lower prices and collect more business by being efficient!
Are we actually better off driving an hour away to grocery shop at Walmart? Doesn't matter, Americans lost so much purchasing power that they almost didn't have a choice. Nearly all extra dollars our economy has generated since 1970ish have gone to a tiny group of connected people. Nobody could afford the local IGA anymore, because America stopped letting normal people make money. Whats worse, there are now companies like Dollar General and their entire business strategy is dropping into those communities that no longer have a local grocery store and extracting what little remaining wealth that community has to some corporate headquarters and CEO that lives 2000 miles away.
It's impossible for rural towns and small communities to exist when every dollar they spend goes out of that economy. You need to provide room in the economy for small players who don't have such """efficient""" operations because they hire locally, buy locally, work locally, etc. But it doesn't matter that they are "less efficient" because that money will cycle through that local economy and enable multiple people to actually live.
None of this is new. America has had successful businesses try to own the entire market its whole existence. Each and every time we had to break them up, and we eventually decided to police the process of Mergers entirely to just stop the problem before it hurt people. But then Reagan insisted we should just.... not do that?
So of course, now we have the expected problem and a stupidly inefficient market. Letting a company like Google or Facebook buy everyone and anyone who might choose to compete with them later is a market failure.
That's probably where I would put the floor in order to avoid a population that actively desires my head on a platter.
I’m pretty sure the last several times I’ve eaten chipotle, across several states, I’ve been given hard rice and cold meat. I don’t remember it being that common a decade ago.
App idea? Food truck tracker? I'd download it. Anyone wanna collab?
A decade ago going to Chipotle was a treat. You'd get a fresh and honestly gigantic burrito for a pretty reasonable price. Sometimes I would stop after work and pick up burritos/bowls for the entire family.
I went a couple of years ago and it was just sad. They didn't shrink the tortilla so I ended up with a burrito that was practically double wrapped after they skimped on all of the fillings and it cost something in the double digits. I have not been back. The only good thing was in the old days the line would be pretty long and it would be a wait, but last time I went I was able to walk right up and order.
It's not like Chipotle doesn't have plenty of competition. There's a Qdoba right down the streets from mine and a Califorina Tortilla in the other. Across town there is a Cafe Rio. It feels like some middle management dweeb thought we wouldn't notice when they tried to maximize profits.
"Big business is better for consumers because economy of scale" has just always been a lie.
No business will pass on a cost decrease if it doesn't have to. A big business will always have more pricing power than a small business. A big business will therefore pass on fewer cost savings to consumers.
Also, making food the way Chipotle does just does not have any economy of scale. The workers making burritos don't get cheaper if you hire 100k of them.
"Economy of scale" is not some magic spell that you get when you pass 10k employees. Economy of scale is a lie that covers up that if you make huge investments, you can do enough engineering and machine work to replace humans in some parts of some processes. It is not intrinsic.
It is the norm that a business will spend a lot of money on cost reduction or process improvement and then just.... happily absorb that improved profit margin.
Why wouldn't they?
A similar burrito from any other local place near me is $15 or more. These might be a bit healthier but it's 50% more expensive.
You can definitely meal prep everything for a Chipotle burrito or bowl for about half the price meal but that doesn't factor in the time to grocery shop and cook (and also buy tortillas from Chipotle because for some reason you can't get them as a consumer from any wholesaler...). I opt for making burritos that can be frozen instead and it's nice having a freezer filled with 3-4 different options that take 5 minutes to defrost/reheat in the microwave. @stealth_health_life on instagram has a bunch of great recipes but it's also not really hard to just prep individual burrito fillings and make your own.
Chipotle lists its portion size for protein to be 4oz which roughly translates to 27g of protein IF they don’t skimp on the portions (which they usually do. Unless the rest of the ingredients make up for 33g of protein, it’s very hard to get what you’re suggesting at Chipotle anymore.
On the other hand, the Mexican truck down the street sells $3 street tacos with way more meat.
They list the chicken serving as 32g of protein, 8 comes from the tortilla, 4 come from rice, and 8 come from beans. You can get another 10 or so from cheese, corn, etc. which are all no extra charge. In my experience, they don't really skip on portions. I usually get a burrito with chicken, brown rice, fajitas, a couple of the salsas, corn, and lettuce and the thing cannot be rolled.
If you have a better option locally then that's great. A lot of people don't.
Rice and beans are decentish sources of protein, according to their website https://www.chipotle.com/nutrition-calculator/burrito (which is I'm sure generous, but probably not fraudulently so) a bean, cheese, and rice burrito is 23g of protein, and if you add chicken you get to 58g.
I am not sure where you live, but here in Atlanta that's about 30g of protein (still about 1000 calories depending on free additions) at almost $15 after tax. Or I could go to a local mexican place and get a similar burrito for less than $10.
And a chicken burrito at a Chipotle in Atlanta is $8-10 before taxes depending on the location. Sales tax on food from a restaurant in Atlanta comes out to around 9% but even if you add a 4% credit card fee that still only amounts to being $11.30 after taxes on a $10 burrito.
Strange that they chose such a bizarrely high household income value, when the American median for people 25-35 - their stated “core demographic” - is just $34,000/yr.
Median. Half make more, _half make less._
Talk about metrics being badly out of whack.
It is a very attainable situation for anyone not living too far from a large city.