Chipotle Tests 'Happier Hour' to Boost Sales After Q4 Slump

Chipotle Mexican Grill is piloting a new 'Happier Hour' program to drive customer traffic during off-peak mid-day hours. CEO Scott Boatwright confirmed the initiative, which features food and drink deals priced under $10 to attract value-conscious diners. The move comes as a strategic response to a 2.5% decline in same-store sales reported during the fourth quarter of 2025. By targeting the slow afternoon period, the company aims to improve asset utilization and expand its customer base. Analysts view this proactive shift toward a value-driven strategy as a necessary step to recover traffic in a competitive fast-casual market. The success of these pilots could determine the future rollout of the program across more locations.