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Spring is the best season of the year due to perfect weather that motivates people to go outside and enjoy a beautiful day with loved ones. It also marks the beginning of outdoor seating season at restaurants, which only tempts people into eating out more due to the inevitable smell of food that's hard to resist while passing by.
Luckily for most restaurants, Spring is one of the busiest seasons of the year, as masses of hungry people storm in and out more frequently than many are used to or can even manage.
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Chipotle is one of the restaurant chains that thrives during the Spring months. Its locations get so busy the company has even renamed the season "Burrito Season."
Realistically, it's tough for many to resist the urge to order a huge burrito fully loaded with all the fixings or a bowl stacked with guacamole to dip some crunchy chips into. And Chipotle is well aware of it.
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According to Chipotle's second-quarter earnings report for 2024, total revenue increased over 18% compared to the same period of the previous year, with comparable restaurant sales up 11%.
Although these results don't include March since they only cover the three months that ended Jun. 30, 2024, they still reflect Chipotle's outstanding results for most of the Spring months.
Chipotle launches a hiring campaign for "Burrito Season"
Chipotle (CMG) announced the launch of a hiring campaign where it plans to hire 20,000 additional employees to work from March to May as it prepares for "Burrito Season," the restaurant chain's busiest time of the year.
This effort aims to increase job applications and ensure all 3,700+ restaurants are fully staffed.
Related: Chipotle makes changes to end portion scandal
To make the job offer more enticing, Chipotle has also rolled out a new employee benefit in addition to its pre-established ones. Beginning this year, all Chipotle employees now have access to the Calm app, a mental health app to manage stress, sleep, and health. This comes in handy as the busy season approaches.
The restaurant chain has also invested in marketing to attract applicants with its "Behind the Foil" national TV ads. These TV ads showcase Chipotle's real restaurant team members and its work environment through behind-the-scenes footage of the company's kitchens and prep routines.
"All three employees featured in the ads have been promoted from crew member roles to restaurant management, demonstrating the potential accelerated career progression at Chipotle," said Chipotle in the announcement.