Free Burritos Can’t Help Chipotle Recover before 2018, But Maybe Burgers Can?

Chipotle’s next move?

After their colossal – and well publicized – downfall, Chipotle has been doing everything possible to get back in customer’s good graces. That includes giving away about 9 million free burritos earlier this month, according to the chain (that’s $62 million worth, if anyone’s counting). They plan to send another 21 million free food coupons in the mail this month. But analysts from Wedbush Securities point out that, while sales may be returning slowly, the coupon strategy isn’t a sustainable one. Eventually, guests have to forget the reason they stopped coming in the first place.

The investment firm downgraded Chipotle’s shares and cut their target stock price from $450 to $400, saying that “current valuation reflects an overly optimistic outlook regarding Chipotle’s path to recovery.” They do not expect Chipotle to recover the sales lost from the salmonella, norovirus and E. Coli outbreaks until at least 2018.

One curveball to these predictions may be the news that Chipotle has applied for a trademark on the name “Better Burger,” indicating they have plans to recoup the losses in another way. It’s a strange move considering the number of existing burger chains, and there’s no word yet from Chipotle on how they plan to market themselves in this arena.

To read more, click here and here.