Chipotle sees customer decline again as chain goes after the GLP-1 market

Surging popularity of weight-loss drugs puts restaurant chain on an uncomfortable diet

The boom in appetite-suppressing weight-loss drugs is reshaping how Americans eat – and Chipotle is among the chains feeling the squeeze.

The burrito company chain reported another drop in customer traffic this quarter, its fourth straight decline after struggling throughout 2025.

Customers are tightening their belts in more ways than one, as they look to save money in the current economy. But shifting appetites among users of GLP‑1 drugs like Ozempic and Wegovy are also impacting the fast-food industry.

Executives say the company is now racing to adapt, rolling out new high‑protein, portion‑controlled items aimed squarely at this growing customer base.

Chipotle has been experimenting with new items on the menu designed for people eating less overall or prioritising protein, including its new “protein cups,” a low‑cost snack introduced in December.

Chipotle has seen a year of declining customer traffic as eating habits change (Getty/iStock)

“I think having a taco at $3.50 and a protein cup around $3.80 across the country is really an approachable price point that really gives the consumer a meaningful way into the brand, but also solves for those people that are looking for a different choice, whether they’re GLP-1 users or looking for other dietary restrictions, more high protein or high fiber,” CEO Scott Boatwright said at the time, according to CNBC.

The move comes as the chain navigates a challenging consumer landscape. Customer numbers fell 3.2 per cent in the fourth quarter, with the largest falls among lower‑income diners. However the chain recognised that spending has fallen across all income groups.

“After looking at the data last week, we learned that 60 per cent of our core users are over $100,000 a year in income and average household income,” Boatwright said, adding that the chain planned to focus more closely on pursuing this demographic.

Chipotle stressed it is not planning to close stores and remains committed to expanding operations, with plans for up to 370 new stores in the next year.

Americans are tightening their belts in challenging economic circumstances (Getty)

But the chain acknowledged that winning more customers will require new strategies rather than merely offering discounts.

Despite the pressure due to the decline in footfall, Chipotle's quarterly earnings and revenue beat Wall Street expectations, with adjusted earnings of 25 cents per share and revenue of $2.98bn.

Same‑store sales (year-on-year sales compared within individual outlets) fell 2.5 per cent – slightly better than analysts predicted, while full‑year sales for 2025 declined 1.7 per cent, the company’s first annual drop since 2016.

For 2026, Chipotle is forecasting flat same‑store sales, describing the outlook as “conservative” given unpredictable consumer behaviour. Shares fell as much as 11 per cent in after‑hours trading on Tuesday.

The company has said it is trying to raise menu prices more slowly than inflation to avoid alienating cost‑conscious diners, while also leaning into its more affluent customer base.