The new Pollo Asado is available across the US. The new item costs 65 cents more than regular chicken. Adding slightly pricier items is a clever way to raise prices. Customers can see a peek into the chain's pricing strategy with the new Pollo Asado option. Chief Marketing Officer Chris Brandt said in a statement that the chicken option on the menu is "easily" the chain's most popular. The new addition costs 65 cents more than the traditional adobe chicken. Kalinowski Equity Research CEO and President Mark Kalinowski told Insider that it was 65 cents more spent on the same product that customers wouldn't have spent otherwise. He told Insider that adding this menu item is an extension of the best-selling item. Kalinowski says that a chicken burrito is something customers already know the chain does well, so it's a relatively easy upsell, with a price that wouldn't strike the average customer as outrageous. As labor and ingredient costs go up, other chains are forced to do the same. Brian Niccol, the CEO of the chain, says there will be more price increases this year. Increasing prices on customers favorite menu items is a partial solution to inflation, but too much too fast can leave customers upset. A few other strategies have been taken by the burrito joint to increase the average customer's check. In late 2020, the fast-casual chain began charging 25 cents for extra tortillas, eliminating a well-known hack used by many customers to get free food. Pollo Asado is one of the new menu items that is slightly pricier than its staple items. In September, the chain added a higher priced beef product. The burrito chain added cauliflower rice to its menu for a period last year. The chain added quesadillas as a permanent item in 2021, and they are 50 cents more expensive than a burrito in Rochester, New York. Kalinowski said that the average order cost is going to be a bit more because of the other ways that Chipotle is taking advantage of. 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