{"success":true,"data":{"pressRelease":{"id":"167395","rtpr_id":"nPn34F9nqa-20261013","ticker":"CMG","exchange":"NYSE","all_tickers":["CMG"],"title":"CHIPOTLE GOES BIG FOR FAMILY MEALS WITH THE BIG ASS CHIPOTLE BAG","author":"PR Newswire","published_at":"2026-10-13T11:53:00.023Z","article_body":"CHIPOTLE GOES BIG FOR FAMILY MEALS WITH THE BIG ASS CHIPOTLE BAG\nPR Newswire\n\nNEWPORT BEACH, Calif., Oct. 13, 2026\n\n * Chipotle unveils a limited-edition, three-foot-wide, 170-liter version of its\niconic takeout bag to spotlight Family Meals\n * Family Meals are Chipotle's digital-exclusive, customizable offering designed\nto serve four to six people\n * Beginning October 13, U.S. Rewards members can enter for a chance to win a\nlimited-edition Big Ass Chipotle Bag through the Chipotle app(1 )\nNEWPORT BEACH, Calif., Oct. 13, 2026 /PRNewswire/ -- Chipotle Mexican Grill\n(NYSE: CMG) is giving its iconic to-go bag a Big Ass upgrade. The\nlimited-edition Big Ass Chipotle Bag is a larger-than-life take on a brand\nstaple, created to celebrate Family Meals, Chipotle's digital-exclusive group\noffering.\n\nHow to Get a Big Ass Chipotle Bag\n\nBeginning today, Chipotle will give Rewards members in the U.S. the chance to\nwin a Big Ass Chipotle Bag through a multi-week digital sweepstakes. Each\nweek, winners will be selected from Rewards members who purchase a Family Meal\nthrough the Chipotle app or Chipotle.com automatically entered for a chance to\nwin.(1)\n\nTo order a Family Meal, visit https://www.chipotle.com/\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4796188-1&h=455651322&u=https%3A%2F%2Fwww.chipotle.com%2F&a=https%3A%2F%2Fwww.chipotle.com%2F)\n.\n\nThe Biggest Bag in Chipotle History\n\nA big meal called for a much bigger bag. With a 170-liter capacity, the Big\nAss Chipotle Bag measures 36 inches wide, 24 inches tall and 12 inches deep.\n\n\"A Big Ass Meal deserves a Big Ass Bag,\" said Fernando Machado, Chief Brand\nOfficer at Chipotle. \"We took one of the most recognizable parts of the\nChipotle experience, gave it an outsized upgrade, and created something that's\nimpossible to miss. It's fun, it's ridiculous and it's exactly the kind of\nthing we knew our fans would want to get their hands on.\"\n\nChipotle for the Whole Crew\n\nPreviously known as Build-Your-Own Chipotle, Family Meals give groups\neverything they need to build their own Chipotle entrees. Guests can create\nbowls, tacos, salads, nachos and more with their choice of proteins, toppings\nand sides.\n\n\"Group occasions are a growing part of our business, and Family Meals give\nguests more ways to enjoy Chipotle together,\" said Stephanie Perdue, Senior\nVice President, Brand Marketing at Chipotle. \"With enough food to serve four\nto six people, it's a convenient option for dinner, game days and all the\nmoments when everyone wants something a little different.\"\n\nAt less than $10 per person, Family Meals offer abundant portions with\nconvenient pickup or delivery. Guests can order through the Chipotle app,\nChipotle.com\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4796188-1&h=2549236218&u=http%3A%2F%2Fchipotle.com%2F&a=Chipotle.com)\n or Chipotle.ca\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4796188-1&h=1303915915&u=http%3A%2F%2Fchipotle.ca%2F&a=Chipotle.ca)\n, with pickup available in as few as 10 minutes.\n\nBehind the Big Ass Bag\n\nThe Big Ass Chipotle Bag will star in a new national advertising campaign,\nmarking Chipotle's first major work with agency partner GUT.\n\nThe campaign gives Chipotle's iconic takeout bag a high-fashion treatment,\npairing it with unexpected items including a trumpet, Christmas tree and\nChipotle chair to emphasize its outsized proportions. The idea taps into the\npower of fandom, turning a familiar piece of packaging into a cultural\nartifact that fans can experience, share and keep long after their meal is\nover.\n\n\"The fun of this idea is how little explaining it needs,\" said Ricky Casal,\nChief Creative Officer at GUT Miami. \"You see this ridiculously oversized\nChipotle bag and immediately get the joke. We leaned into that simplicity,\ntreating it like a luxury object and letting the scale do the storytelling.\"\n\nWatch the campaign here: https://youtu.be/DLaNMt6xjTw\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4796188-1&h=2428875488&u=https%3A%2F%2Fyoutu.be%2FDLaNMt6xjTw&a=https%3A%2F%2Fyoutu.be%2FDLaNMt6xjTw)\n (Chipotle: Big Ass Bag), https://youtu.be/vpy_EcHtc6M\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4796188-1&h=1563262500&u=https%3A%2F%2Fyoutu.be%2Fvpy_EcHtc6M&a=https%3A%2F%2Fyoutu.be%2Fvpy_EcHtc6M)\n (Chipotle: Big A** Bag)\n\nPhoto and video assets are available here:\nhttps://www.dropbox.com/scl/fo/kd4mll1su87o629jxl4kk/AKprKpPL-wlRvYdmFgN6WYs?rlkey=9vfpe0fvp95weuo6cjsvc8b8w&st=iif2vg8u&dl=0\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4796188-1&h=2425323990&u=https%3A%2F%2Fwww.dropbox.com%2Fscl%2Ffo%2Fkd4mll1su87o629jxl4kk%2FAKprKpPL-wlRvYdmFgN6WYs%3Frlkey%3D9vfpe0fvp95weuo6cjsvc8b8w%26st%3Diif2vg8u%26dl%3D0&a=https%3A%2F%2Fwww.dropbox.com%2Fscl%2Ffo%2Fkd4mll1su87o629jxl4kk%2FAKprKpPL-wlRvYdmFgN6WYs%3Frlkey%3D9vfpe0fvp95weuo6cjsvc8b8w%26st%3Diif2vg8u%26dl%3D0)\n\n1 – NO PURCHASE NECESSARY. Open to legal residents of the 50 U.S. &\nD.C., 13+. Sweepstakes Period: 10/13/26 at 12:01 a.m. PT – 11/10/26 at 11:59\np.m. PT. For Official Rules including how to enter, free entry method, entry\nlimitations, odds, prize descriptions, & complete details visit\nchipotle.com/giveaway. Sponsor: CMG Strategy Co., LLC.\n\nAbout Chipotle\nChipotle Mexican Grill, Inc. (NYSE: CMG) is cultivating a better world by\nserving responsibly sourced, classically-cooked, real food with wholesome\ningredients without artificial colors, flavors or preservatives. There are\nover 4,200 restaurants as of June 30, 2026, in the United States, Canada, the\nUnited Kingdom, France, Germany, and the Middle East and it is the only\nrestaurant company of its size that owns and operates all its restaurants in\nthe United States, Canada and Europe. With nearly 140,000 employees passionate\nabout providing a great guest experience, Chipotle is a longtime leader and\ninnovator in the food industry. Chipotle is committed to making its food more\naccessible to everyone while continuing to be a brand with a demonstrated\npurpose as it leads the way in digital, technology and sustainable business\npractices. For more information or to place an order online, visit\nwww.chipotle.com\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4796188-1&h=4111958382&u=http%3A%2F%2Fwww.chipotle.com%2F&a=www.chipotle.com)\n.\n\n \n\nView original content to download\nmultimedia:https://www.prnewswire.com/news-releases/chipotle-goes-big-for-family-meals-with-the-big-ass-chipotle-bag-302906493.html\n(https://www.prnewswire.com/news-releases/chipotle-goes-big-for-family-meals-with-the-big-ass-chipotle-bag-302906493.html)\n\nSOURCE Chipotle Mexican Grill, Inc.\n\n\n\nErin Wolford, (949) 524-4035, MediaRelations@chipotle.com\n\nPhoto: \nhttps://mmx.prnewswire.com/media/MS2011799/Chipotle_GUT_STILLS_STREET-2-2.jpg?id=OA3014400\nhttps://mmx.prnewswire.com/media/MS2011800/Chipotle_GUT_STILLS_BEACH-1.jpg?id=OA3014401\nhttps://mmx.prnewswire.com/media/MS2011801/Chipotle_GUT_STILLS_ELEVATOR-1.jpg?id=OA3014402\nhttps://mmx.prnewswire.com/media/MS2011802/Chipotle_GUT_BAB-Family-Meal.jpg?id=OA3014405\nhttps://mmx.prnewswire.com/media/MS2011937/Grid-bags-1-3.jpg?id=OA3014852\nhttps://mmx.prnewswire.com/media/MS800164/cmg-logo-1500.jpg?id=OA3014264\n\nCopyright (c) 2026 PR Newswire Association,LLC. All Rights Reserved.","article_body_html":"","raw_payload":{"data":{"id":"nPn34F9nqa-20261013","title":"CHIPOTLE GOES BIG FOR FAMILY MEALS WITH THE BIG ASS CHIPOTLE BAG","author":"PR Newswire","ticker":"CMG","created":"2026-10-13T11:53:00.023Z","tickers":["CMG"],"exchange":"NYSE","article_body":"CHIPOTLE GOES BIG FOR FAMILY MEALS WITH THE BIG ASS CHIPOTLE BAG\nPR Newswire\n\nNEWPORT BEACH, Calif., Oct. 13, 2026\n\n * Chipotle unveils a limited-edition, three-foot-wide, 170-liter version of its\niconic takeout bag to spotlight Family Meals\n * Family Meals are Chipotle's digital-exclusive, customizable offering designed\nto serve four to six people\n * Beginning October 13, U.S. Rewards members can enter for a chance to win a\nlimited-edition Big Ass Chipotle Bag through the Chipotle app(1 )\nNEWPORT BEACH, Calif., Oct. 13, 2026 /PRNewswire/ -- Chipotle Mexican Grill\n(NYSE: CMG) is giving its iconic to-go bag a Big Ass upgrade. The\nlimited-edition Big Ass Chipotle Bag is a larger-than-life take on a brand\nstaple, created to celebrate Family Meals, Chipotle's digital-exclusive group\noffering.\n\nHow to Get a Big Ass Chipotle Bag\n\nBeginning today, Chipotle will give Rewards members in the U.S. the chance to\nwin a Big Ass Chipotle Bag through a multi-week digital sweepstakes. Each\nweek, winners will be selected from Rewards members who purchase a Family Meal\nthrough the Chipotle app or Chipotle.com automatically entered for a chance to\nwin.(1)\n\nTo order a Family Meal, visit https://www.chipotle.com/\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4796188-1&h=455651322&u=https%3A%2F%2Fwww.chipotle.com%2F&a=https%3A%2F%2Fwww.chipotle.com%2F)\n.\n\nThe Biggest Bag in Chipotle History\n\nA big meal called for a much bigger bag. With a 170-liter capacity, the Big\nAss Chipotle Bag measures 36 inches wide, 24 inches tall and 12 inches deep.\n\n\"A Big Ass Meal deserves a Big Ass Bag,\" said Fernando Machado, Chief Brand\nOfficer at Chipotle. \"We took one of the most recognizable parts of the\nChipotle experience, gave it an outsized upgrade, and created something that's\nimpossible to miss. It's fun, it's ridiculous and it's exactly the kind of\nthing we knew our fans would want to get their hands on.\"\n\nChipotle for the Whole Crew\n\nPreviously known as Build-Your-Own Chipotle, Family Meals give groups\neverything they need to build their own Chipotle entrees. Guests can create\nbowls, tacos, salads, nachos and more with their choice of proteins, toppings\nand sides.\n\n\"Group occasions are a growing part of our business, and Family Meals give\nguests more ways to enjoy Chipotle together,\" said Stephanie Perdue, Senior\nVice President, Brand Marketing at Chipotle. \"With enough food to serve four\nto six people, it's a convenient option for dinner, game days and all the\nmoments when everyone wants something a little different.\"\n\nAt less than $10 per person, Family Meals offer abundant portions with\nconvenient pickup or delivery. Guests can order through the Chipotle app,\nChipotle.com\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4796188-1&h=2549236218&u=http%3A%2F%2Fchipotle.com%2F&a=Chipotle.com)\n or Chipotle.ca\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4796188-1&h=1303915915&u=http%3A%2F%2Fchipotle.ca%2F&a=Chipotle.ca)\n, with pickup available in as few as 10 minutes.\n\nBehind the Big Ass Bag\n\nThe Big Ass Chipotle Bag will star in a new national advertising campaign,\nmarking Chipotle's first major work with agency partner GUT.\n\nThe campaign gives Chipotle's iconic takeout bag a high-fashion treatment,\npairing it with unexpected items including a trumpet, Christmas tree and\nChipotle chair to emphasize its outsized proportions. The idea taps into the\npower of fandom, turning a familiar piece of packaging into a cultural\nartifact that fans can experience, share and keep long after their meal is\nover.\n\n\"The fun of this idea is how little explaining it needs,\" said Ricky Casal,\nChief Creative Officer at GUT Miami. \"You see this ridiculously oversized\nChipotle bag and immediately get the joke. We leaned into that simplicity,\ntreating it like a luxury object and letting the scale do the storytelling.\"\n\nWatch the campaign here: https://youtu.be/DLaNMt6xjTw\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4796188-1&h=2428875488&u=https%3A%2F%2Fyoutu.be%2FDLaNMt6xjTw&a=https%3A%2F%2Fyoutu.be%2FDLaNMt6xjTw)\n (Chipotle: Big Ass Bag), https://youtu.be/vpy_EcHtc6M\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4796188-1&h=1563262500&u=https%3A%2F%2Fyoutu.be%2Fvpy_EcHtc6M&a=https%3A%2F%2Fyoutu.be%2Fvpy_EcHtc6M)\n (Chipotle: Big A** Bag)\n\nPhoto and video assets are available here:\nhttps://www.dropbox.com/scl/fo/kd4mll1su87o629jxl4kk/AKprKpPL-wlRvYdmFgN6WYs?rlkey=9vfpe0fvp95weuo6cjsvc8b8w&st=iif2vg8u&dl=0\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4796188-1&h=2425323990&u=https%3A%2F%2Fwww.dropbox.com%2Fscl%2Ffo%2Fkd4mll1su87o629jxl4kk%2FAKprKpPL-wlRvYdmFgN6WYs%3Frlkey%3D9vfpe0fvp95weuo6cjsvc8b8w%26st%3Diif2vg8u%26dl%3D0&a=https%3A%2F%2Fwww.dropbox.com%2Fscl%2Ffo%2Fkd4mll1su87o629jxl4kk%2FAKprKpPL-wlRvYdmFgN6WYs%3Frlkey%3D9vfpe0fvp95weuo6cjsvc8b8w%26st%3Diif2vg8u%26dl%3D0)\n\n1 – NO PURCHASE NECESSARY. Open to legal residents of the 50 U.S. &\nD.C., 13+. Sweepstakes Period: 10/13/26 at 12:01 a.m. PT – 11/10/26 at 11:59\np.m. PT. For Official Rules including how to enter, free entry method, entry\nlimitations, odds, prize descriptions, & complete details visit\nchipotle.com/giveaway. Sponsor: CMG Strategy Co., LLC.\n\nAbout Chipotle\nChipotle Mexican Grill, Inc. (NYSE: CMG) is cultivating a better world by\nserving responsibly sourced, classically-cooked, real food with wholesome\ningredients without artificial colors, flavors or preservatives. There are\nover 4,200 restaurants as of June 30, 2026, in the United States, Canada, the\nUnited Kingdom, France, Germany, and the Middle East and it is the only\nrestaurant company of its size that owns and operates all its restaurants in\nthe United States, Canada and Europe. With nearly 140,000 employees passionate\nabout providing a great guest experience, Chipotle is a longtime leader and\ninnovator in the food industry. Chipotle is committed to making its food more\naccessible to everyone while continuing to be a brand with a demonstrated\npurpose as it leads the way in digital, technology and sustainable business\npractices. For more information or to place an order online, visit\nwww.chipotle.com\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4796188-1&h=4111958382&u=http%3A%2F%2Fwww.chipotle.com%2F&a=www.chipotle.com)\n.\n\n \n\nView original content to download\nmultimedia:https://www.prnewswire.com/news-releases/chipotle-goes-big-for-family-meals-with-the-big-ass-chipotle-bag-302906493.html\n(https://www.prnewswire.com/news-releases/chipotle-goes-big-for-family-meals-with-the-big-ass-chipotle-bag-302906493.html)\n\nSOURCE Chipotle Mexican Grill, Inc.\n\n\n\nErin Wolford, (949) 524-4035, MediaRelations@chipotle.com\n\nPhoto: \nhttps://mmx.prnewswire.com/media/MS2011799/Chipotle_GUT_STILLS_STREET-2-2.jpg?id=OA3014400\nhttps://mmx.prnewswire.com/media/MS2011800/Chipotle_GUT_STILLS_BEACH-1.jpg?id=OA3014401\nhttps://mmx.prnewswire.com/media/MS2011801/Chipotle_GUT_STILLS_ELEVATOR-1.jpg?id=OA3014402\nhttps://mmx.prnewswire.com/media/MS2011802/Chipotle_GUT_BAB-Family-Meal.jpg?id=OA3014405\nhttps://mmx.prnewswire.com/media/MS2011937/Grid-bags-1-3.jpg?id=OA3014852\nhttps://mmx.prnewswire.com/media/MS800164/cmg-logo-1500.jpg?id=OA3014264\n\nCopyright (c) 2026 PR Newswire Association,LLC. All Rights Reserved."},"type":"article","timestamp":"2026-10-13T11:53:00.083277375Z","server_sent_at_ms":1791892380083},"received_at":"2026-10-13T11:53:00.135Z","source_url":"https://www.prnewswire.com/news-releases/chipotle-goes-big-for-family-meals-with-the-big-ass-chipotle-bag-302906493.html"},"analysis":{"id":"155699","press_release_id":"167395","analysis_json":{"industry":{"label":"Hotels, Restaurants & Leisure","sector":"Consumer Discretionary"},"redFlags":[],"eventType":"product_launch","narrative":"Chipotle launched a limited-edition three-foot-wide, 170-liter 'Big Ass Chipotle Bag' to promote its digital-exclusive Family Meals offering, which serves four to six people for less than $10 per person.\n\nU.S. Rewards members who purchase a Family Meal through the app or Chipotle.com are automatically entered into a multi-week sweepstakes running through November 10, 2026.\n\nThe campaign marks Chipotle's first major work with agency partner GUT and includes a new national advertising push aimed at driving group-occasion orders.","sentiment":"neutral","agentHooks":{"shouldPost":false,"suggestedAngle":"Viral marketing stunt pushing digital group orders -- brand play, not a financial event."},"keyFigures":{"customDimensions":{"employee_count":"nearly 140,000","restaurant_count":"over 4,200","family_meal_price_per_person":"less than $10"}},"quotedText":"Group occasions are a growing part of our business, and Family Meals give guests more ways to enjoy Chipotle together","namedEntities":{"people":[{"name":"Fernando Machado","role":"Chief Brand Officer, Chipotle"},{"name":"Stephanie Perdue","role":"SVP Brand Marketing, Chipotle"},{"name":"Ricky Casal","role":"Chief Creative Officer, GUT Miami"}],"products":["Big Ass Chipotle Bag","Family Meals","Chipotle app"],"companies":[{"name":"Chipotle Mexican Grill, Inc.","ticker":"CMG","relationship":"filer"},{"name":"GUT","relationship":"advertising agency partner"}],"dollarAmounts":[{"amount":"less than $10 per person","context":"Family Meals pricing"}]},"materialImpact":{"score":1,"reasoning":"Marketing stunt for a limited-edition bag promoting the digital-exclusive Family Meals offering. No financial figures beyond a price point; no change to guidance or operations."},"tickerRelevance":{"others":[],"primary":"CMG"},"globalImportance":8,"audienceRelevance":35,"eventTypeSecondary":[],"importanceComponents":{"tickerTier":"mega-cap consumer brand","eventGravity":"marketing campaign / gimmick","householdBrandBoost":true,"financialMateriality":"negligible"}},"event_type":"product_launch","event_type_secondary":null,"sentiment":"neutral","material_impact_score":1,"narrative":"Chipotle launched a limited-edition three-foot-wide, 170-liter 'Big Ass Chipotle Bag' to promote its digital-exclusive Family Meals offering, which serves four to six people for less than $10 per person.\n\nU.S. Rewards members who purchase a Family Meal through the app or Chipotle.com are automatically entered into a multi-week sweepstakes running through November 10, 2026.\n\nThe campaign marks Chipotle's first major work with agency partner GUT and includes a new national advertising push aimed at driving group-occasion orders.","key_figures":{"customDimensions":{"employee_count":"nearly 140,000","restaurant_count":"over 4,200","family_meal_price_per_person":"less than $10"}},"named_entities":{"people":[{"name":"Fernando Machado","role":"Chief Brand Officer, Chipotle"},{"name":"Stephanie Perdue","role":"SVP Brand Marketing, Chipotle"},{"name":"Ricky Casal","role":"Chief Creative Officer, GUT Miami"}],"products":["Big Ass Chipotle Bag","Family Meals","Chipotle app"],"companies":[{"name":"Chipotle Mexican Grill, Inc.","ticker":"CMG","relationship":"filer"},{"name":"GUT","relationship":"advertising agency partner"}],"dollarAmounts":[{"amount":"less than $10 per person","context":"Family Meals pricing"}]},"model_name":"glm-5.3-flashx","prompt_hash":"sha256:5c812bd9e28b810d","schema_hash":"sha256:05005c02d9cffac9","created_at":"2026-10-13T11:53:05.267Z","global_importance":8,"audience_relevance":35,"importance_components":{"tickerTier":"mega-cap consumer brand","eventGravity":"marketing campaign / gimmick","householdBrandBoost":true,"financialMateriality":"negligible"}},"durationMs":null,"modelName":"glm-5.3-flashx"}}