After a few hours at the gym hoisting iron, who doesn’t want a nice hot cup of meat?
At least, that’s what Chipotle is hoping.
The fast-casual chain on Thursday jumped on the protein-craze train—a nutrition movement the brand arguably helped instigate—with the scheduled debut next week of a new lineup of protein-centric menu items.
One is Chipotle’s first snack item: a High Protein Cup, which features a cup of the chain’s Adobo Chicken, cut into chunks, and offering 32 grams of protein, which is priced at an average $3.82 (prices will vary by market).
The cup is positioned as an add-on to the already protein-rich entrees at Chipotle. Guests have long been able to order just a bowl of chicken without all that troublesome rice and beans and other things, which has been touted on social media as a menu hack.
And, of course, guests could also order double meat, which is in part why Chipotle has long been the favored brand of gym bros and other protein seekers.
The price of the cup is about the same as the added cost of a double-chicken order, the company said. But consumers will get it in a separate cup—as a snack or side.
Chipotle said the high-protein diet has been the most popular nutrition trend for the past three years in the U.S., with 70% of Americans saying they are prioritizing protein, and more than one-third increasing their protein intake over the past year.
The use of GLP-1 drugs has also brought an increased focus on macronutrients like protein, the chain said, but also fiber.
Fiber has also been trending as the next popular dietary demand, and Chipotle’s High Protein Menu, which debuts Dec. 23, appears to take that into account.
Here’s the lineup of offerings being featured at Chipotle:
- The Double High Protein Bowl (81 grams protein/11 grams fiber/760 calories) has double Adobo chicken, light white rice, black beans, fajita veggies, salsa, Monterey Jack cheese and extra romaine.
- The High Protein-High Fiber Bowl (46 grams protein/14 grams fiber/540 calories) is touted as “GLP-1 friendly,” with chicken, light brown rice, black beans, fajita veggies, roasted chili-corn salsa, tomato salsa and romaine.
- The High Protein-Low Calorie Salad (36 grams protein/10 grams fiber/470 calories) is also “GLP-1 friendly,” featuring chicken, Supergreens, fajita veggies, tomato salsa and guacamole.
- The Double High Protein Burrito (79 grams protein;6 grams fiber/840 calories) has double chicken, tomato salsa, Jack cheese and romaine.
The lineup also includes an Adobo Chicken Taco (15 grams protein/190 calories) with chicken, fajita veggies, salsa, Jack cheese and romaine, which is priced at a wallet-friendly average of $3.50.
With traffic down in the third quarter, CEO Scott Boatwright said Chipotle was working on a value-perception problem, saying fast-casual is seen as unaffordable. These new smaller-portion items could be an answer to that.
Then, starting in January, Chipotle has collaborations with athletes and creators to spotlight the various bowls. Such collabs are not unusual, but this year the focus will be on “clean protein.”
NBA star Josh Hart, for example, will be promoting the High Protein Burrito, and Samantha Milton (@SmallerSam_PCOS), who lost 255 pounds on a protein diet, will be pushing High Protein Tacos (crispy) tacos, while dietitian Kylie Sakaida (@nutritionbykylie) favors the High Protein Chicken Bowl.
Other chains, like Sweetgreen and Panda Express, have introduced protein-rich options on their menu to appeal to those consumers.
Sweetgreen’s recently launched Power Max Protein Bowl has 106 grams of protein, for example, with about four servings of chicken.
At Panda Express, the Double Protein plate featuring a double serving of Grilled Teriyaki Chicken with rice and greens has 76 grams of protein; and the Harmonious Macros Plate features the combo of Broccoli Beef and Teriyaki Chicken with greens, offering 57 grams of protein.
The U.S. Department of Agriculture recommends that adults get 10% of their daily calories from protein, which is about 50 grams for a 2,000-calorie diet.
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