Chipotle Expands Menu with Cauliflower Rice

With the calendar turning over and many consumers on a new year-inspired health kick, quickserve juggernaut Chipotle is aiming to take advantage.

The chain’s tacos, burritos and bowls will now be offered with cauliflower rice, a response to a customer survey about what consumers would like to see at the chain and to growing health food trends.

The restaurant is also adding Whole30, ketogenic, vegan and vegetarian options to its Lifestyle Bowls, further playing into the desire for healthier options. It comes at a cost – cauliflower rice will be $2 extra per entrée – but addresses a clear want among the chain’s fanbase and newcomers.

So, what can other organizations glean from Chipotle’s new venture? Hosts Daniel Litwin and Tyler Kern tackled that subject in this industry update, pondering how the QSR restaurant made supply chain magic to bring cauliflower to its franchises, if the offering can move from “for a limited time” to a permanent fixture, and how data played a role in informing the chain’s decision.

This could be a signal for a continued shift toward pleasing a new wave of consumers in foodservice in beyond – those who want convenience, variety and options that fit their unique lifestyles.

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