Leaping into the unknown.

Chipotle is as pure a concept as I have ever witnessed. The tests of menu expansion is either a classic stroke of genius or the beginning of the end. Every great company bets the future on a single roll of the dice. Changing the simple menu is such a move. I applauded the courage to leap into the unknown.

The menu changes are the most significant Chipotle has made in its 15-year history and include:

• New entrée options
• Smaller-sized offerings at lower prices that Chipotle calls its “Low Roller” menu
• Suggested “Featured Items”
• A new kid’s menu
• Chipotle’s signature burritos, burrito bowls (a burrito without the tortilla), tacos, and salads