Trying to take a bigger bite of the market share consumed by Chipotle, the Mexican chain Qdoba revamped its pricing so that there is no separate charge for luxuries like guacamole or cheese.
The chain, owned by Jack in the Box Inc., will roll out the new pricing strategy at its more than 600 locations this month.
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There will be a two-tiered pricing structure based on whether customers order vegetables, ground beef and chicken, or pulled pork, steak and shredded beef.
Of the major Latin American-themed chains, which also includes Taco Bell, Chipotle has been taking the biggest leaps.
In its most recent quarter, Chipotle saw a 29 percent spike in revenue, topping $1 billion. It expects comparable-store sales to rise in the mid-teens this year.
Shares of Jack in the Box Inc. hit an all-time high Friday of $69.12.