Marketing Currents - Business and Marketing Current Events

What Chipotle’s Upcoming Dessert Menu Means for Fast Food


It’s first-quarter earnings call season, nerds. These calls offer a cornucopia of data for fast food industry obsessives, highlighting the highs, lows, and tragic failures of the industry on a quarterly basis.

Click here to read the story at

Discussion Questions:

  1. From a business perspective, what is a quarter?
  2. What is an earnings report?
  3. Why are earnings reports important to publicly traded companies like Chipotle?
  4. What is a SWOT analysis?
  5. Based on what you learned from this news story, where does the leadership at Chipotle see an opportunity?
  6. What is product development?
  7. Why is product testing important?
  8. Why do you think Chipotle has tested dessert items in the past but never added them to the menu?
  9. Why do you think they are planning to introduce a dessert item now?
  10. In your opinion, should Chipotle add a dessert item (or items) to the menu? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.