Chipotle Mexican Grill is pushing its Family Meals option by giving away a giant novelty item it calls the "Big Ass Chipotle Bag."
Family Meals are a customizable group order designed to feed four to six people. Introduced in August 2025 under the name Build-Your-Own Chipotle and later marketed as Family Meals, it lets people order family-style portions of protein, rice, beans, toppings, and sides to assemble bowls, tacos, salads, or nachos at home.
The company hasn't disclosed how many Family Meals it has sold already or how much revenue the offering generates. But management has reported growing interest in the offering.
The new campaign comes as Chipotle works to rebuild momentum after a difficult 2025. Comparable-restaurant sales fell 2.5% in the fourth quarter, then rose 0.5% in the first quarter of 2026 and 2.2% in the second.
The novelty bag measures 36 inches wide, 24 inches tall, and 12 inches deep. Chipotle is giving away the oversize bags through a monthlong promotional sweepstakes, with U.S. Rewards members who purchase Family Meals automatically entered for a chance to win.
Chipotle says Family Meals cost less than $10 a person and can be ready for pickup in as little as 10 minutes. The push reflects Chipotle's effort to capture more group dining occasions as inflation-weary consumers scrutinize restaurant spending.
A meal that feeds several people at a predictable per-person price could appeal to families looking for convenience without ordering separate entrees.
"Group occasions are a growing part of our business," said Stephanie Perdue, the company's senior vice president of brand marketing.
During its second-quarter earnings call in July, CEO Scott Boatwright said repositioning the ordering option more clearly as a family meal had led to a "notable increase in orders." Family Meals and catering together accounted for 2% to 3% of sales, he said.
Profits have been harder for the company to improve as higher beef, freight, and labor costs have weighed on margins. In the second quarter, adjusted earnings were unchanged at 33 cents a share from a year earlier, while the restaurant-level operating margin narrowed to 25.2% from 27.4%.
Chipotle raised its full-year forecast in July to low-single-digit comparable-sales growth, up from roughly flat. Investors remain skeptical. Chipotle shares have lost roughly 18% this year and are down more than 40% since former CEO Brian Niccol left for Starbucks in 2024.
The stock was roughly flat on Tuesday. Shares fell 3.8% on Monday after Starbucks said it wasn't buying Chipotle, following a Financial Times report that the coffee chain had explored a potential acquisition. Starbucks said it remained focused on its own "Back to Starbucks" turnaround.
An oversize takeout bag may grab attention. Whether Family Meals can deliver larger orders, more frequent visits, and stronger profits at Chipotle remains to be seen.
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