Chipotle is launching plant-based chorizo nationwide, starting Monday, and available for a limited time.
Taco Bell, the company has accelerated adding new menu items through a process called"stage-gate testing." The chain has been strategic with new releases, making many of them limited-time options to drive customer traffic to its restaurants and to keep the menu from becoming bloated.
The burrito chain hasn't had the best luck with chorizo so far. It began offering the food item in 2016 but pulled it in favor of queso, saying at the time that chorizo only accounted for 3% of protein sales. It relaunched the meat as a limited-time offer in late 2018. But Chipotle said the plant-based chorizo earned strong reviews from customers during its testing. It is being promoted as an addition to the Whole30 meal option, vegan and vegetarian bowls, which target consumers who adhere to certain diets. The lifestyle bowls are only available to order through the company app and website.
Shares of Chipotle climbed 26% in 2021, raising its market value to $49.4 billion. Strong digital sales growth and a handful of limited-time menu items lifted the stock, despite the broader restaurant industry's setbacks due to the pandemic.
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