Chipotle Mexican Grill has announced that it will be bringing a new protein option to 64 restaurants in Cincinnati and Sacramento.
For a limited time, consumers in these areas will be able to order Smoked Brisket on their burrito, bowl, or salad—which is seasoned with its special blend of spices, freshly seared, and topped with a Mexican pepper sauce. Through the testing process, Chipotle hopes to gage customer satisfaction, implement any feedback it receives, and decide if the new protein option should be expanded to the rest of its restaurants throughout the US.
CMO Chris Brandt spoke to the new addition, stating "The richness of our real Smoked Brisket recipe delivers a craveable new flavor to our guests as we continue to innovate across our menu."
Mexican Grill Protein Expansions
Chipotle is Testing Smoked Brisket at Select Locations in the US
Trend Themes
1. Smoked Brisket Protein Option - The introduction of a new protein option, like smoked brisket, presents an opportunity for other fast-casual restaurants to diversify their menus and create unique offerings that appeal to customers.
2. Customer Satisfaction Testing - Testing new menu items for customer satisfaction can reduce the risk of unsuccessful product launches and inform future menu developments for fast-casual restaurants.
3. Continued Menu Innovation - Fast-casual restaurants that continue to innovate and introduce new menu items can create a competitive advantage and stay relevant in a constantly evolving market.
Industry Implications
1. Fast-casual Restaurants - The fast-casual restaurant industry can benefit from diversifying their protein options to appeal to customers with different dietary preferences and flavor profiles.
2. Food and Beverage Manufacturing - The introduction of new protein options can be an opportunity for food and beverage manufacturers to create and market new products that can be sold in retail stores and grocery chains.
3. Market Research and Consumer Insights - Companies specializing in market research and consumer insights can offer valuable services to fast-casual restaurants that want to test new menu items and gather feedback from customers.