Chipotle's menu leans into ranch craze
The Mexican chain only changes its menu on very rare occasions, but when it does, the impact tends to be meaningful.
Taco Bell seems to fiddle with its menu on a weekly basis. It only rarely does something bold like adding a new protein, but it finds ways to modify its core menu items to enhance their appeal.
That could mean a new cheese, a novel sauce, or some other minor addition that can then be used in multiple ways. It's an innovative way to keep things fresh so customers never know exactly what to expect when they enter a store.
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In addition, the Yum Brands (YUM) chain has some recurring favorites that cycle on and off the menu. You might want its chicken nuggets, only to find that they are not available, which actually builds anticipation for when they get brought back.
It's a process of endless change that keeps customers guessing while driving return visitors when old favorites reappear. This system of near-endless innovation also drives media coverage and keeps the company visible on social media.
