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Freshii Hopes to Bowl Loyal Chipotle Customers Over at Lunch (Today)


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A Mexican-style burrito at Freshii.

Freshii wants to eat Chipotle’s lunch.

And it has no reservations about poking the fast-casual darling while its founder is eating a little free-range crow. And if Freshii recruits a few hundred of Chipotle’s customers to join in on its fun, all the better. It's accomplishing this by offering half-off its Mexican items on February 8, the very day Chipotle announced it will close its stores for a few hours to do a systemwide food safety training.

Closing its doors for one lunch rush is to ensure the fast-casual Mexican restaurant chain doesn’t have to close its doors more permanently. Chipotle’s numerous food-borne illness outbreaks have been linked to restaurants in more than one geographical region. Revenues for Q4 showed a decline for the first time since the Denver-based company went public 10 years ago, according to the Motley Fool website.

Freshii, the Canadian-based chain more known for its salads and fresh juices than its Mexican fare, is offering customers half-off items such as the Baja (quinoa, avocado, cabbage, salsa, pico de gallo) and the Tex Mex (brown rice, black beans, corn, avocado, cheddar and salsa). Proteins, including tofu, chicken, steak or turkey carnitas, cost extra.

On the Border, a Mexican casual-dining chain, is jumping onboard as well, by offering burrito boxes or bowls to go, on February 8. Both choices, which includes free chips and salsa (something Chipotle charges for) ring up at $5.

This is a limited time offer, so make your lunch plans now. No reservations needed.

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The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Tom KaiserTom Kaiser is associate editor of Franchise Times. He can be reached at 612.767.3209, or send story ideas to tkaiser@franchisetimes.com.
 
Beth EwenBeth Ewen is editor-in-chief of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
 
Nicholas UptonNicholas Upton is staff writer at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
 
Mary Jo LarsonLaura Michaels is managing editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
 
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at
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Nancy WeingartnerNancy Weingartner is editor-at-large of Franchise Times magazine and the editor of the Food On Demand media project. You can reach her at 612-767-3200 or at nancyw@franchisetimes.com.
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