Chipotle is turning up the protein with a new menu that sells just cups of meat.
The High-Protein Cup
Chipotle’s newest offering is a simple 4-ounce cup of adobo chicken, marketed as the first-ever snack on its menu. The cup delivers 32 grams of protein and 180 calories, according to the chain’s press release. The cup is sold in a small side cup, and the company calls it the High-Protein Cup. It is billed as a convenient, single-ingredient option for people on the go.
The Steak Option
Customers can also order steak in the High-Protein Cup, though Chipotle did not provide nutrition facts in the press release. Nutrition facts published online indicate the steak cup would contain 21 grams of protein and 150 calories. The steak cup offers a lower-protein, lower-calorie alternative to the adobo chicken cup.
A Quote From the President
“For years, guests have used Chipotle’s customizable offerings to build high protein and fiber-filled meals on their own…” said Chris Brandt, Chipotle’s president and chief brand officer. He added that the curated menu brings fan behavior to the forefront with clean ingredients and flexible portions. Brandt said the menu makes protein and other dietary goals easier to reach in just a few taps.
Inspiration From Off-Menu Orders
Chipotle said the High-Protein Menu was inspired by real-life orders that protein-hungry customers have ordered off-menu. The chain has long allowed guests to double meat or add extra protein to their bowls, and the new menu formalizes that practice. The company claims the menu reflects what customers have already been doing.
Pricing Details
Chipotle said prices for the High-Protein Cup may vary by location, but provided a national weighted average price of $3.82. The price is set to compete with other protein-focused fast-casual options. The chain has not yet announced whether the price will differ for the steak cup.
Other Items on the Menu
In addition to the High-Protein Cup, the menu includes a Double High-Protein Bowl and a Double High-Protein Burrito. Each of those items uses a double serving of adobo chicken and a “light” serving of rice, or no rice at all. There is also a High-Protein-High-Fiber Bowl, a High-Protein-Low-Calorie Salad, and an Adobo Chicken Taco.
Highlights of the Menu
- Double High-Protein Bowl: double adobo chicken, light rice or no rice
- Double High-Protein Burrito: double adobo chicken, light rice or no rice
- High-Protein-High-Fiber Bowl: adobo chicken with high-fiber ingredients
- High-Protein-Low-Calorie Salad: adobo chicken with low-calorie dressing
- Adobo Chicken Taco: adobo chicken in a taco shell
All of these items are marketed as “GLP-1 friendly” and are designed to fit a variety of dietary goals.
Nationwide Launch
The High-Protein Menu will debut nationwide on Tuesday, Dec. 23. Chipotle has not yet announced whether the menu will be available in all markets on that date, but the press release states the launch will be nationwide.
Existing Double-Meat Option
In the meantime, Chipotle still offers the option to add double meat (for a total of 8 ounces) to its entrees. The chain has long allowed customers to customize their bowls with extra protein, and the new menu expands that choice.
TikTok and Customer Behavior
Chipotle has not balked at selling customers an entire bowl of just meat, as TikTok users have proven. The chain’s social-media presence has highlighted the popularity of meat-heavy bowls and the demand for high-protein options.
Nutritional Emphasis
The High-Protein Cup’s 32 grams of protein and 180 calories make it a lean, high-protein snack. The steak cup’s 21 grams of protein and 150 calories offer a slightly lower-protein alternative. Both cups are marketed as clean, single-ingredient options.
Consumer Appeal
The menu is aimed at people looking for quick, protein-dense meals without the bulk of a full bowl. The High-Protein Cup and steak cup are designed to fit into a busy lifestyle while meeting dietary goals. The chain’s marketing emphasizes clean ingredients and flexible portions.
Market Positioning
Chipotle’s new menu places the chain in direct competition with other fast-casual restaurants that emphasize high-protein offerings. By offering a dedicated snack and bowl options, Chipotle is expanding its menu to cater to a growing segment of health-conscious consumers.
Potential Impact
The introduction of a high-protein menu could attract new customers who prioritize protein intake. It may also retain existing guests who have already been customizing their orders for higher protein. The price point of $3.82 for the cup is competitive with similar offerings from other chains.
Key Takeaways
- Chipotle launches a new High-Protein Menu featuring a 4-ounce adobo chicken cup.
- The cup provides 32 grams of protein and 180 calories; a steak option offers 21 grams of protein and 150 calories.
- The menu debuts nationwide on Dec. 23, with a national weighted average price of $3.82.
Chipotle’s move into a dedicated high-protein menu reflects the chain’s ongoing efforts to adapt to consumer preferences for lean, protein-rich meals while maintaining its fast-casual model.
