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Chipotle Mexican Grill announced Thursday that it will debut a new Patrón margarita made with premium tequila and fresh juices at most of its restaurants later this month. The chain has long offered beer and margaritas but the new offerings will include made-to-order cocktails, including variations of their new premium margarita. “Most people are not aware, but we have served margaritas at Chipotle from the beginning,” said Mark Crumpacker, Chipotle’s chief marketing officer, in a statement. “Previously, however, they were made using a margarita mix and we didn’t feel they were as delicious as they could be. Our new margarita recipe eliminates the mix in favor of a few simple ingredients.” Chipotle’s existing margarita, made with Sauza tequila, will stay on the menu as the house option at a lower price. The new premium line of margaritas will be available at nearly 900 of the chain’s 1,458 restaurants starting at the end of April, just in time for Cinco de Mayo. Chipotle is one of the first among its competitors to officially partner with a premium tequila brand. The announcement comes after the Denver-based company reports a 22% increase in first quarter net income. Revenue for the quarter was $726.8 million, an increase of 13.4% from the prior year. For more info, click here
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