Chipotle Is Going After Keto And Paleo Dieters In Latest Strategy

Just in time for New Year’s resolutions, Chipotle has added four new bowl-specific combinations to help keep you on track with your paleo, ketogenic, Whole30, and protein-centric diet goals.

On Wednesday, the Mexican grill food chain unveiled its new “Lifestyle Bowls,” which cater to customers looking to incorporate health-conscious decisions into their Chipotle orders.

The collection of bowls can be ordered directly from the Chipotle app or online, but can also be made-to-order in any of the restaurants. The four choices include:

  • Keto Salad Bowl: Romaine Lettuce topped with Carnitas, Red Salsa, Cheese, and Guacamole
  • Paleo Salad Bowl: Barbacoa, Fajita Veggies, Green Salsa, and Guacamole on a bed of Romaine Lettuce
  • Whole30 Salad Bowl: Romaine Lettuce, Carnitas, Fajita Veggies, Fresh Tomato Salsa, and Guacamole
  • Double Protein Salad Bowl: Full-servings of both Chicken and Steak, Black Beans, Red Salsa, Romaine Lettuce, Sour Cream, and White Rice
via Chipotle

In a press release, Chris Brandt - chief marketing officer at Chipotle - expressed the following:

"Now more than ever, Americans are embracing new and varied approaches to healthy living and wellness. We've watched guests custom create lifestyle-specific bowls when ordering in our restaurants, so it made sense to offer delicious options via our online channels that help people easily order bowls with real ingredients that fit their wellness goals."

The Lifestyle Bowls are just another menu tweak to help Chipotle get back on track following the handful of foodborne illness cases that occurred at some of its restaurants over the past few years. Chipotle’s CEO, Brian Niccol - the former head of Taco Bell - continues to improve Chipotle’s image by promoting the restaurant chain’s usage of real ingredients, which is now even more closely-associated with healthy eating thanks to the new bowls.

While there were certainly still plenty of Chipotle loyalists who continued to eat at the chain amidst the health concerns, the changes brought by Niccol have made a significant positive impact on the company’s turnaround, which saw a 40% stock increase, while becoming one of the S&P 500’s top-ten performers since Niccol took over as CEO.

Chipotle is doing all the right things to back to where it once was. It is clear - from their test kitchens to their overhauled marketing and advertising strategy - that the company is invested in its future, ready to provide us with well-crafted burritos (and plenty of other items) for a very long time.

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