Hoping to boost recruitment and retention amid a tightening job market, Chipotle Mexican Grill has revealed it will offer new benefits for employees including tuition reimbursement.
The benefits—available to hourly workers—begin July 1 and also will include paid vacation time and paid sick leave.
"We are always working to attract and retain the very best employees we can, and to helping develop our people so they can achieve their full potential," said Chipotle spokesman Chris Arnold in an email to CNBC.com. "As part of that effort, we are changing our benefits package," he said.
As competition intensifies for qualified workers, more younger employees are demanding attractive hiring packages.
"Younger workers these days, they understand their worth and they're demanding more out of their employers," said Judy Conti, federal advocacy coordinator for the National Employment Law Project. The nonprofit pushes for worker protections and higher minimum wages.
In April this year, Starbucks announced it's expanding its employee college tuition assistance program to cover the entire cost of getting an online bachelor's degree. The Seattle-based company launched the "Starbucks College Achievement Plan" with Arizona State University in June 2014. The company previously limited the program to juniors and seniors.
Chipotle joins other corporations that have moved to boost benefits and in some cases raise wages.
Chipotle recently revealed its benefit package changes in a conference presentation, though offered limited details. No press release has been issued, and there was no announcement about raising hourly wages for its workers.
During an investor call with Wall Street analysts in January of last year, Chipotle co-CEO Monty Moran said average wages are at $9 an hour, and that a move to $10 would have an effect, "but not too significant."
Numerous studies show younger workers, in particular, are aware of corporations' track record when it comes to social issues, ranging from the environment to wages. More younger consumers spend money based on their values. And companies including Starbucks and Chipotle are taking notice.
Last month, Denver-based Chipotle announced it has achieved its goal of using only non-GMO ingredients. (GMOs are genetically modified organisms.)
"These benefit changes come in addition to offering extraordinary opportunities," said Arnold of Chipotle. "Right now, more than 90 percent of our managers come from within the ranks of our crews. Last year alone, we promoted more than 10,500 people who started as crew into management positions," he said.