The simple reason a DIY burrito kit could help Chipotle sell more burritos

The simple reason a DIY burrito kit could help Chipotle sell more burritos

Chipotle would like to be invited over for dinner. The Newport Beach, California-based fast-casual chain is going DIY mode with “Build-Your-Own Chipotle,” a takeout, digital-only menu item meant to feed four to six people. For Chipotle, the build-your-own meal is about delivering value and speed at a time when competition over consumer dollars for out-of-home meals is fierce and getting fiercer, and it benefits from a base emotion: guilt. The Bu…