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

Chipotle Mexican Grill’s Cilantro-Lime Cauliflower Rice

Supply: Chipotle Mexican Grill

Chipotle Mexican Grill on Monday started offering a cauliflower rice choice to attract customers looking out to observe their Recent Year’s resolutions.

The rice substitute is made with grilled cauliflower, cilantro, lime and salt and is probably going to be accessible in U.S. and Canadian fascinating areas for a restricted time. The selection will stamp a further $2 for tacos, burritos or bowls.

Chipotle started attempting out the item at seize areas in Colorado and Wisconsin this July. The firm said that before the test, one-third of new menu requests from customers used to be for cauliflower rice. The rice substitute has grown well-liked as extra customers chop lend a hand grains out of their diet. Within the test markets, nearly 1 in 3 customers who selected cauliflower rice used to be an uncommon or new Chipotle buyer.

To promote the nationwide originate, Chipotle is also extending its line of Lifestyle Bowls, which started two years earlier to attract customers who were looking out to apply strict diets. The new diversifications on Whole30, ketogenic, vegetarian and vegan Lifestyle Bowls will consist of cauliflower rice. The alternatives will more than likely be found for digital orders handiest.

Chipotle CEO Brian Niccol said in April that the chain is setting up assorted menu objects however the coronavirus pandemic has delayed some launches. It started attempting out brisket in seize markets in November. Whereas the burrito chain composed has fewer restricted-time launches than snappily-food chains, it has been expanding its choices beneath Niccol, who beforehand led Yum Brands’ Taco Bell.

Shares of Chipotle gained 65% in 2020, fueled by its stable digital insist and surging similar-retailer gross sales, despite the pandemic. The stock had a market stamp of $38.8 billion as of Thursday’s shut.