Chipotle Resurrects its Margarita Drink in Halloween-Themed Limited Run

Chipotle decided to bring back a popular margarita drink after more than five years as part of a promotional event.

The “Summon the Spirits Tour” pop-up event kicked off in Denver on Oct. 2 and is now continuing in New York, Dallas, Los Angeles and New Orleans for the next five weekends.

“Fans never stopped talking about our margaritas after they left the menu in 2020, so Halloween felt like the perfect time to revive a Chipotle classic,” said Stephanie Perdue, Senior Vice President of Brand Marketing, said in a press release. 

According to Barron’s, Chipotle’s stock rose 4.3% on the day the margarita’s return was announced. 

Chipotle is also giving customers more reasons to choose Chipotle over salad competitors like CAVA and Sweetgreen. The company continues to make changes to its menu, including  bringing back popular limited-time offerings like Chipotle Honey Chicken and adding two limited-time protein options during the second half of this year. 

More than one in four orders included the Honey Chicken when it returned in April, outperforming last year’s sales, according to the last earnings report in July. Overall, second-quarter customer transactions increased 1%, while comparable restaurant sales rose 2.2%.

Chipotle is expected to report third-quarter financial results on Oct. 28. Investors will be watching whether the company can sustain traffic growth as consumers remain cautious about dining out amid higher prices. They will also look at how higher food and fuel costs affect Chipotle’s profits.