Chiquito has made progress with plans to refine its brand identity and proposition, re-focusing on its core values of fun, choice and value during the first half of the year.
The chain launched a new menu in April which features better choice and a range of options focused on health and premiumisation.
It also created a new menu category, ‘Greens and Grains’, which includes new dishes such as ‘Burrito with Benefits’ and ‘Chopped and Topped Salad’, as well as vegan- and breakfast-specific menus to provide customers with greater choice.
The company, which is now active across 73 restaurants, has increased its presence on social media, with a more proactive engagement with its customers.
A video involving Sam Thompson and Pete Wicks from the reality programmes ‘Made in Chelsea’ and ‘The Only Way is Essex’ featured in one of Chiquito’s restaurants and raised the brand’s share of voice on social media to a new high.
Bosses at the chain said they continue to look for opportunities to leverage the estate and have increased the penetration of delivery sales in its core menu and virtual brands.
Chiquito also now operates two virtual brands from most sites: ‘Kick-Ass Burrito’ and ‘Cornstar Tacos’.
The company said it continues to see an improvement in its customer ratings on social media, particularly in areas related to service and value.