Chipotle goes ‘high protein’ to lure more customers

Jumping on the protein-maxxing trend to combat slowing sales and changing customer preferences, Chipotle Mexican Grill is offering its first-ever “High Protein Menu” in the US and Canada, starting Tuesday.

Consumers can purchase 4-ounce protein cups filled with Adobo Chicken or Steak priced at a national average of $3.82.

The move reflects a broader shift toward protein-rich diets. According to the International Food Information Council, about 70% of Americans now prioritize protein intake. 

CNBC also notes that more diners using GLP-1 weight-loss drugs are eating smaller portions while focusing on protein to preserve muscle mass.

Chipotle’s latest offering is a shift for the brand, traditionally known for its heavy burritos and customizable food options.

Not just Chipotle
Rival Sweetgreen recently offered a protein-filled food option, too.

Protein drinks fueled Starbucks’ surprising sales comeback in the fourth quarter. It launched new protein-packed beverages, such as protein cold foam and lattes, in September.

Sales slump
Chipotle cut its full-year same-store sales forecast by three quarters. Its stock has plummeted approximately 38% year-to-date.

Management has highlighted a particularly sharp drop in traffic among the 25-to-35-year-old demographic. Chipotle is positioning to compete with convenience-store snacks and protein bars during off-peak hours.