For years, Taco Bell was the undisputed king when it came to tacos in the fast food world. Its presence was synonymous with success, especially in the U.S. market. Now, its leadership is being challenged by a brand that keeps expanding.
We're talking about Chipotle, a chain that has exceeded the sector's expectations and is already approaching 3,800 locations, most of them in the United States. The brand plans to open between 315 and 345 new restaurants in 2025 alone, which is nearly one per day. This dizzying pace is being made possible by the intensive use of artificial intelligence, both to hire workers and to improve customer service.
How AI accelerates Chipotle's expansion
The key to Chipotle's current success lies in a tool called Ava Cado, developed together with the firm Paradox. Since October 2024, this artificial intelligence has transformed the hiring process, allowing the company to hire more quickly and efficiently. According to Scott Boatwright, the company's chief operating officer, the time needed to fill vacancies has dropped by 75%.
Ava Cado holds conversations with candidates, answers common questions, and schedules interviews automatically. It also gathers relevant information and can send job offers directly. This has allowed Chipotle to keep a stable workforce while also bringing in new talent more easily, according to Mundo Deportivo.
Thanks to this automation, the chain can operate its nearly 3,800 locations without delays or complications. Most of its restaurants, more than 3,700, are located in the United States, which reflects its dominance in that market. Hiring efficiency is just one part of the plan that has led them to surpass competitors like Taco Bell.
More than tacos: technology and international growth
In addition to optimizing the human resources area, Chipotle also uses artificial intelligence to improve the customer experience. Through its rewards program, it offers personalized promotions based on each user's profile. This strategy has been key to keeping consumer loyalty with every new opening.
The expansion plan isn't limited to U.S. territory. Chipotle has already announced its arrival in Mexico in 2026, in partnership with Alsea, one of the most important restaurant operators in Latin America. It will be the first time the chain enters the country that inspires its food style.
For the immediate future, 80% of the new locations will include drive-thru service, a format that's increasingly popular. With this combination of speed, automation, and personalized service, Chipotle is positioning itself as the new leader in fast food based on fresh ingredients. The throne once held by Taco Bell now seems to have a new owner.