Chipotle Mexican Grill Inc. is hoping diners will focus on something other than the latest headlines about norovirus in Virginia and rats in Dallas: queso out west.

Chipotle CMG, +1.17% has been testing four items in its New York City Next Kitchen, a place for exploring menu changes: queso, frozen margaritas, a salad with avocado citrus dressing and a crispy cinnamon dessert called a buñuelo.

Company executives said on the late Tuesday earnings call that early success with queso prompted the decision to expand availability of the item across more than 350 restaurants in Central and Southern California and Colorado starting August 1. After measures of customer acceptance are taken. the company will consider a national rollout as early as mid-September.

But executives are optimistic.

See also:Chipotle says sick staffer spread norovirus, causing $1 billion market cap loss

Read:Chipotle upgraded on belief menu innovation will outshine latest norovirus reports

“In anticipation of successful consumer testing of queso and a subsequent national rollout, we have developed advertising, both for television and elsewhere that features queso,” said Mark Crumpacker, Chipotle’s chief marketing officer, according to a FactSet transcript of the earnings call. “The inclusion of a new menu offering has the potential to significantly improve the impact and traffic-driving potential of the campaign, especially with the television advertising.”

Executives said queso is “the single most requested item” from Chipotle guests.

These are all 357 restaurants that are expected to start offering queso as part of Chipotle’s temporary test:

Analysts were bullish about queso’s prospects even before the earnings announcement. They remained optimistic about the item despite recent bad press.

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“We definitely view the rollout of queso as a positive catalyst as we believe the menu at Chipotle has become somewhat stale,” wrote Canaccord Genuity analysts.

Despite the upbeat attitude about queso, analysts are bearish on other aspects of the business.

“While earnings per share exceeded our views, we continue (to be) cautious as we believe that the sales recovery will take longer than most investors are expecting,” analysts led by Lynne Collier wrote.

Canaccord rates Chipotle shares hold with a $400 price target.

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Chipotle reported second-quarter EPS of $2.32, ahead of the $2.18 FactSet consensus and an increase from 87 cents last year. Sales were $1.17 billion, up from $998.4 million last year but below the $1.19 billion FactSet consensus. Same-store sales rose 8.1%.

Chipotle shares are down 1.5% in Wednesday trading, and down nearly 29% for the last three months.

RBC Capital Markets analysts think “new menu news, and queso in particular” is one of four initiatives that will be the “best hopes” for same-store sales growth in 2018.

The other three initiatives are: improved advertising that benefits from menu announcements, digital advancements, and better operations that will minimize additional food safety news.

RBC rates Chipotle shares sector perform and lowered its price target to $400 from $500.

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SunTrust Robinson Humphrey analysts agree that these four initiatives will drive same-store sales growth, despite the added risk from the norovirus news. The company also has a couple of other factors in its favor.

“We continue to believe that Chipotle can defend and regain market share from casual dining entrants, due to its lower pricing and prime real estate,” analysts led by Jake Bartlett wrote in a note.

SunTrust rates Chipotle shares buy but cut its price target to $505 from $520.

Chipotle shares are down 9.7% for the year so far, while the S&P 500 index SPX, +0.41% is up 10.7% for the period.

Search your city in the table below to see if queso is coming to a Chipotle near you: