New year, new you, new plant-based Chipotle order?
Just in time for the start of 2021 and the whiff of weight-loss industrial complex that permeates this season, the fast-casual chain is adding cauliflower rice to its menu nationwide. The new option, which is made with grilled and riced cauliflower tossed with cilantro, lime, and salt, is only available for a limited time. It will cost $2 extra compared to regular rice options, although Chipotle is currently offering a promotion waiving the delivery fee on app and online orders of $10 or more that include the cruciferous rice.
According to a press release, one in three new menu item requests from Chipotle customers has been for cauliflower rice. When the chain tested the menu item in Denver and Wisconsin in July 2020, about a third of orders that included the cauli-rice came from new or infrequent customers, suggesting that the rice helped bring in business that the Chipotle wouldn’t have gotten otherwise.
“Chipotle fans have been craving more plant-powered, better-for-you options that align with the latest health trends and emphasize the benefits of real food,” said Chris Brandt, the company’s chief marketing officer, in the release. “That’s why we are thrilled to offer Cauliflower Rice nationally and help our fans achieve their diet or lifestyle goals.”
Continuing its foray into “diet” and “wellness” culture, Chipotle also announced some new variations of its “lifestyle bowls” that incorporate the cauliflower rice. These bowls, like the rice, are compliant with many of the diets — sorry, lifestyles — du jour, including keto, paleo, and Whole30.