Skip to main content
Updated:
Original:

Chipotle's free queso deal is a bid to win over hesitant customers

Customers have been disappointed – here's how Chipotle thinks it can win more people over.

Chipotle's hyped rollout of a new, all-natural queso didn't go as the company probably hoped.

Customers didn't like it, as you can see in this (pretty entertaining) collection of tweet complaints by Consumerist. Investors weren't thrilled with the response either.

But Chipotle insisted things were better than they looked. Business Insider in October cited figures showing about half of the restaurant's customers thought Chipotle queso was better than competitors' – but a whopping 93 percent said they liked the queso as a topping (so on a burrito or tacos).

"In other words, customers love the chain's queso as a flavor — just not necessarily as a dip," Business Insider wrote.

All of that background is important for understanding this upcoming Chipotle promotion.

On Dec. 12, Chipotle will give customers free queso on an entree.

You have to be wearing a cheesy sweater (what exactly that means is being left up to you), and of course you have to buy the entree (burrito bowl, salad or tacos). 

It also doesn't sound like the free queso is being offered as a side, only as a topping.

This deal seems to play right into the strengths the cheesy menu item has: People really like it added to their main course, not with chips on the side. But Chipotle has a perception problem it needs to address.

Offering it up for free as a topping one day could hook customers who were on the fence – meaning maybe they pay the extra $1.25 for queso on future trips.

Next Up

Eric Kendricks

Vikings downgrade Eric Kendricks to out against Lions

The Vikings have also activated Michael Pierce from injured reserve.

u.s. attorney

Minnesotan sentenced after assaulting man with baseball bat

Marshall Wayne Boshey was sentenced to 30 months in prison followed by two years of supervised release.

Target store

Target's gift card discount is back, but for this weekend only

The fine print: for Target Circle members only (but membership is free).

Screen Shot 2020-06-15 at 7.11.05 AM

Minneapolis teen arrested in St. Cloud after fleeing police in stolen vehicle

The vehicle was stolen in a car-jacking in Minneapolis Thursday.

snow, blowing snow

Winter storm warnings issued with heavy snow set to slam MN

Parts of northern Minnesota could see more than a foot of snow, but there won't be much in the Twin Cities.

D'Angelo Russell

With KAT out, Timberwolves can't upset Nets

D'Angelo Russell stepped up but couldn't overcome Brooklyn's firepower.

Everson Griffen Vikings dot com

Everson Griffen confirms he has bipolar disorder

"I’ve been running from it a long time. I’m not ashamed of it anymore.”

Angela Renee Jones, St. Cloud murder suspect

St. Cloud suspect now charged in two local murder cases

Both murders happened within a day of each other in June.

st anthony 3 crop

Twin Cities police ask for help finding missing 16-year-old

Police say all her family and friends have been contacted, and none of them know where she is.

mpd suspect 12.3.21 - 1 - CROP

MPD releases photos of shooting suspect, asks for public's help

The man is wanted in connection with a fatal shooting that happened Wednesday evening.

Related

Win free french fries for a year when this bar opens in Minneapolis

The first 200 people will win a year's worth of HopCat's "crack fries."

Win free french fries for a year when this bar opens in Minneapolis

The first 200 people will win a year's worth of HopCat's "crack fries."

You'll be able to get queso at Minnesota Chipotles next week

Chipotle once said it'd never have queso on its menu.

Eating at Chipotle Wednesday will help feed other people, too

They'll donate half of what you spend to hunger relief