Chipotle will launch a high-protein menu on Tuesday, December 23, with items ranging from 15 to 81 grams of protein per item.
Source: Chipotle Mexican Grill
Chipotle Mexican Grill launches into the snacks sector.
The fast-casual giant announced Thursday that it will launch its first-ever “high-protein menu” later this month, including grab-and-go protein cups. Starting Tuesday, customers in the United States and Canada can purchase a 4-ounce serving filled with chicken or steak adobo.
The move aims to reinvigorate demand as the chain known for its massive burritos and bowls grapples with slowing sales growth and a fundamental shift in the way Americans eat.
“For years, customers have used Chipotle’s customizable offerings to create protein- and fiber-rich meals on their own,” Chris Brandt, president and chief brand officer of Chipotle, said in a statement.
The company recently cut its full-year same-store sales forecast for the third quarter in a row, triggering a stock sell-off of nearly 20% in a single day. Several Wall Street firms lowered their price targets, citing slowing traffic, particularly among customers aged 25 to 35, and less visibility of a rebound.
Chipotle stock is down about 38% year to date.
In the fast-casual sector, inflation-weary consumers have retreated from restaurants, and analysts previously told CNBC that Chipotle is struggling with a value perception problem, with some diners lumping the chain in with more expensive fast-casual rivals despite average entree prices closer to $10.
Beyond the Protein Cup, the High Protein Menu includes entrees such as the Double High Protein Bowl and the High Protein and Fiber Bowl, with items ranging from 15 to 81 grams of protein per serving.
“This curated menu puts fan behavior first with clean ingredients and flexible servings, making it easy to reach protein and other diet goals with just a few clicks,” Brandt said.
Smaller, protein-rich portions allow Chipotle to compete not only with other restaurants, but also with convenience store protein bars, shakes and snacks, while potentially capturing visits outside of lunch and dinner.
High-protein diets have ranked as the number one diet in the United States for three years in a row, according to Chipotle. About 70% of Americans now say they prioritize protein, and more than a third have increased their consumption in the past year, according to the International Food Information Council.
The launch also comes against the backdrop of a sea change in consumer behavior, driven by GLP-1 weight loss drugs and a growing interest in macronutrient tracking. GLP-1 users, in particular, tend to eat smaller quantities while emphasizing protein to preserve muscle mass — a trend that’s forcing restaurant chains to rethink portion sizes, menu structures and pricing.
Chipotle isn’t alone in moving toward protein-rich offerings. Fast-casual salad chain Sweetgreen recently introduced new menu items following the trend, headlined by a bowl containing 106 grams of protein.