On Wednesday, Chipotle Mexican Grill (NYSE:CMG) launched a campaign to increase staffing across its 3,700+ locations, aiming to hire 20,000 new employees ahead of the busy “Burrito Season,” which runs from March to May.

In addition to introducing new employee perks, the company is unveiling TV commercials featuring its actual staff members. These initiatives are designed to draw in more applicants to fill extra roles during the peak period of the year.

Crew members have the opportunity to rise to the position of Restaurateur in just three and a half years, with a total compensation package potentially reaching $100,000.

In 2024, the company promoted 23,000 team members, with 85% of restaurant management roles being filled by those already within the organization.

Five out of 11 Regional Vice Presidents began as crew members and now manage regions that collectively bring in more than $1 billion in sales.

“‘Burrito Season’ presents candidates with an opportunity to start here, stay here, and reach their career goals with us,” said Chief Human Resources Officer Ilene Eskenazi.

Also Read: Serve Robotics Rolls Into Miami’s Food Scene, Stock Jumps

Additionally, 84% of Field Leaders were promoted internally, overseeing segments that generate $24 million in annual sales.

In October, Chipotle formed a collaboration with Paradox to launch an AI-driven platform aimed at simplifying the hiring process.

With the help of a virtual assistant called “Ava Cado,” the company has cut the average time for candidates to complete their application and begin their job from 12 days to only four.

Furthermore, “Ava Cado” has increased the number of applicants and raised the application completion rate from 50% to over 85%.

To improve employee well-being, Chipotle is providing complimentary access to the Calm app, which offers tools for mindfulness, stress relief, and better sleep. This is part of a wider set of benefits that includes mental health services, educational support, and tuition reimbursement.

Given that 73% of Chipotle’s restaurant staff are from Gen Z, the emphasis on wellness is likely to appeal to this younger demographic.

Price Action: CMG shares traded lower by 2.13% at $52.66 at last check Thursday.

Read Next:

• Target Hospitality Lands Multi-Year Workforce Hub Contract

Image via Shutterstock.