The concept and characters were initially introduced in two episodes of the CBS series JAG (season eight episodes 20 and 21: Ice Queen and Meltdown). The show, a spin-off from JAG, premiered on September 23, 2003, on CBS.
Source: Chipotle Mexican Grill. Where Taco Bell does beat Chipotle is in terms of price. Prices for Taco Bell's Quesarito range from $1.99 for seasoned beef to $2.99 for steak. Chipotle's Quesarito prices have run from $6.65 to $11. However, Taco Bell has not been able to get Chipotle customers to trade down.
For the 4th quarter, Chipotle's restaurant operating margin slid from 26.1% to 24.6%, due to higher prices for meat, dairy products and salsa ingredients. Total food costs rose 22% and accounts for 34% of revenue. To make up for rising food prices, Chipotle will likely increase menu prices by 4% to 5% in mid-2013.