Chipotle Mexican Grill Healthy-Up Selling Will Drive Q1 2021 Sales

The ‘halo’ of better for you will be the undercurrent to drive top line sales and bottom-line profits, within the grocerant niche filled with Ready-2-Eat and Heat-N-Eat fresh prepared food, according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. The consumer is dynamic not static, giving the consumer what they want will pay off.

In 2021, Chipotle Mexican Grill once again will be leveraging the call for ‘better-for-you’ fresh prepared food to garner incremental customer brand buy-in. The brand messaging invitation centers on Cilantro-Lime Cauliflower Rice, which is available at U.S. and Canadian restaurants for a limited time. This latest plant-based option is made with freshly grilled, riced cauliflower, finished with hand-chopped cilantro, lime, and salt, and prepared fresh in-restaurant every day.

Consumers seeking the ‘halo’ of better for you can start 2021 off right with a new rice option that is compliant with Keto, Whole30, Paleo, Vegan, and Vegetarian diets. Cilantro-Lime Cauliflower Rice has 4 grams of net carbs per serving1 and puts a delicious twist on Chipotle's classic white rice recipe by using the same fresh cilantro and lime ingredients, and similar culinary techniques.

The demand for cauliflower rice is way up, so is the price, not to worry Chipotle knows consumers will pay extra for what they want. So, it will cost an additional $2 and will be available in-restaurant and through the Chipotle app, Chipotle.com, and third-party delivery partners. Through January 11, Chipotle is waiving the Delivery Fee on any U.S. Chipotle app and Chipotle.com order of $10 or more that includes Cilantro-Lime Cauliflower Rice. Service fee applies.

Chipotle’s Chief Marketing Officer Chris Brandt, stated "Chipotle fans have been craving more plant-powered, better-for-you options that align with the latest health trends and emphasize the benefits of real food," "That's why we are thrilled to offer Cauliflower Rice nationally and help our fans achieve their diet or lifestyle goals."

Prior to the test market launch, one out of three new menu item requests from Chipotle customers had been for cauliflower rice. In the test markets, Chipotle estimates that nearly one third of orders that included Cilantro-Lime Cauliflower Rice came from new guests and customers who visit Chipotle restaurants infrequently.

To celebrate the launch of Cilantro-Lime Cauliflower Rice nationwide and support fans' New Year's wellness resolutions, Chipotle has introduced four new variations of its Lifestyle Bowls. In addition to its already expansive Whole30, Keto, Paleo, Vegan, Vegetarian, and High Protein options, the digitally exclusive, diet-driven menu offerings now include:

·         Whole30 Bowl: Cilantro-Lime Cauliflower Rice, chicken, fajita veggies, fresh tomato salsa, and guac. Available only in U.S. restaurants

·         Keto Bowl: Cilantro-Lime Cauliflower Rice, chicken, tomatillo-red salsa, cheese, and guac

·         Vegetarian Salad Bowl: Supergreens lettuce blend, Cilantro-Lime Cauliflower Rice, black beans, fajita veggies, fresh tomato salsa, and guac

·         Vegan Bowl: Cilantro-Lime Cauliflower Rice, black beans, sofritas, fresh tomato salsa, roasted chili-corn salsa, and romaine lettuce

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Our Grocerant Guru® can help your company edify your brand with relevance.  Call 253-759-7869 for more information.