Chipotle Mexican Grill announced a third new menu for this year on Tuesday: smoked brisket.
The latest meat substitute will be available for a limited time only. Those who signed up for Chipotle’s loyalty program, which now has 24 million members, will be able to start ordering smoked brisket through the channel’s app and website on Tuesday. Starting Thursday, it will be available to US and Canadian restaurants and all users of the Chipotle app and website. Third-party delivery apps like DoorDash won’t offer an optional chest until Monday.
Chipotle has been working on creating smoked brisket for two years. The limited-time option was tested in Cincinnati and Sacramento about a year ago before the company decided to launch it nationwide. The brisket is made by smoking beef until tender, grilling it, seasoning it with Mexican spices, and then garnishing it with a new sauce made from smoked red peppers.
Earlier this year, Chipotle launched the optional limited-time cauliflower rice and digital-only entry quesadillas. Under the leadership of CEO Brian Nichol, who previously ran Yum Brands’ Taco Bell, the company has accelerated the addition of new menu items through a process called testing at the door. The chain has been strategic with new releases, making many of them time-limited options to drive customer traffic to their restaurants and keep menus from getting bloated.
Last month, Chipotle said it was testing meatless chorizo in several markets.
“We have so many ideas, that’s one of the great things about Chipotle, and sorting through those ideas and figuring out which are the best is one of the biggest challenges. The Gateway process certainly helps us do that, ”said Chris Brandt, Chief Marketing Officer of Chipotle, in an interview. “We get feedback from consumers throughout the process, but we also get feedback on finances and operations, because a great consumer idea that can’t be executed well in a restaurant is a very bad idea. “
Brandt said the new item performed “extraordinarily well” in the test markets.
Menu items can be returned for a limited time. The same thing happened with Carne Asada. It debuted as a limited edition and was added to the menu again for a limited time in 2019 and 2020 as the company secured additional supplies.
Supply chain challenges from the impact of the pandemic are affecting restaurants around the world. Chipotle touts its strict supply chain standards, which include offering responsibly raised beef without antibiotics or added hormones.
“It’s really hard to find responsibly raised beef in large quantities. But the good news is that we have succeeded. … It should take place somewhere in November or December, depending on how things are going. Let’s go, ”Brandt said.
Chipotle shares have risen 35% this year, bringing its market value to $ 52.9 billion.