Chipotle is testing new protein option in select cities ahead of possible national launch

Do you like breast burritos, but live outside of Cincinnati or Sacramento? Pity!

Chipotle announced this week that restaurants in the Cincinnati and Sacramento areas are part of the current test market for its new protein: smoked beef brisket.

“We are thrilled to offer a new, responsibly sourced beef brisket that tastes delicious and meets our leading standards for eating with integrity,” said a Chipotle executive. (Chipotle)

“We are delighted to offer a new, responsibly sourced beef brisket that tastes delicious and meets our industry leading standards for eating with integrity,” noted Chris Brandt, Chipotle Marketing Director. “The richness of our true smoked brisket recipe offers an irresistible new flavor to our guests as we continue to innovate our menu.”

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Chipotle’s beef brisket is said to be made with a ‘special’ spice blend before being seared on the grill and finished with a pepper-based sauce, although, again, only Cincinnati customers and Sacramento can taste this breast for now. But come on, isn’t it enough that they already enjoy world-class Cincinnati-style chili and the famous Merlino’s Orange Freezes, respectively?

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However, all hope is not lost for beef brisket lovers nationwide. Chipotle acknowledged that similar tests, namely those of its carne asada and its queso blanco, had been introduced in smaller markets, as part of a similar “step process” before proceeding to their national launch. .

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Meanwhile, the chest option is currently available to Cincinnatians and Sacramentians in 64 locations in these markets.

Chipotle acknowledged that similar tests, namely those of its carne asada and its queso blanco, had been introduced in smaller markets, as part of a similar “step process” before proceeding to their national launch. . (iStock)

Chipotle is also developing his idea of “digital only” restaurants – designed for offsite orders or pickup – to the most favorable markets, following the growth in digital sales before and in the midst of the pandemic.

“We absolutely plan to open more digital kitchens and are carefully evaluating the best shopping areas for Chipotle in which to expand this test,” Tabassum Zalotrawala, director of global development for Chipotle, said in a statement to FOX Business. “Future locations will be areas where Chipotle has higher sales volume through digital commerce. “

Chipotle opened its first digital-only restaurant in Highland Falls, NY, in November.

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Sumner Park of Fox Business contributed to this report.

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