Inside Chipotle’s two-year process of reinventing its queso
Chipotle used scientific tests to ensure its new queso maintains the right consistency for grabbing onto chips. (Stan Horaczek /)Some restaurant chains burn through new menu items at a fevered pace. The never-ending parade of novelty offerings—right now, KFC will sell you a fried chicken sandwich between two donuts—and splashy limited-time offers entice customers with variety. For some fast casual restaurants like Five Guys and Chipotle, however, the menu’s consistency is part of the draw. Practiced Chipotle patrons recite their order with the rhythm and efficiency that only comes from repetition. It builds loyalty, but it also makes changing the menu a monumental challenge if the company wants to avoid public blow back.Just last week, the company made the national switch over to its new Queso Blanco. It’s Chipotle’s third official attempt to create a creamy cheese sauce; the makeover process began when Nevielle Panthaky took over as vice president...