Chipotle launches cauliflower rice nationwide as consumers cut grains from their diets

Chipotle Mexican Grill’s Cilantro-Lime Cauliflower Rice

Source: Chipotle Mexican Grill

Chipotle Mexican Grill on Monday started providing a cauliflower rice choice to draw consumers attempting to adjust to their New Year’s resolutions.

The rice substitute is made with grilled cauliflower, cilantro, lime and salt and might be out there in U.S. and Canadian eating places for a restricted time. The choice will value an extra $2 for tacos, burritos or bowls.

Chipotle began testing the merchandise at choose places in Colorado and Wisconsin this July. The firm stated that earlier than the take a look at, one-third of recent menu requests from clients was for cauliflower rice. The rice substitute has grown well-liked as extra consumers cut grains out of their food plan. In the take a look at markets, practically 1 in three clients who selected cauliflower rice was an rare or new Chipotle buyer.

To promote the nationwide launch, Chipotle can also be extending its line of Lifestyle Bowls, which started two years earlier to draw consumers who had been attempting to comply with strict diets. The new variations on Complete30, ketogenic, vegetarian and vegan Lifestyle Bowls will embody cauliflower rice. The choices can be found for digital orders solely.

Chipotle CEO Brian Niccol stated in April that the chain is creating different menu objects however the coronavirus pandemic has delayed some launches. It started testing brisket in choose markets in November. While the burrito chain nonetheless has fewer limited-time launches than fast-food chains, it has been increasing its choices below Niccol, who beforehand led Yum Brands’ Taco Bell.

Shares of Chipotle gained 65% in 2020, fueled by its robust digital progress and surging same-store gross sales, regardless of the pandemic. The inventory had a market worth of $38.eight billion as of Thursday’s shut.

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