Chipotle Mexican Grill is expanding beyond its traditional burrito-and-bowl format as it rolls out a new “High Protein Menu,” including grab-and-go cups filled with chicken or steak. The new offerings, launching this week in the U.S. and Canada, are designed to tap into the growing demand for protein-focused snacks rather than full meals.
The move marks Chipotle’s entry into the snack category, putting it in closer competition with protein bars, shakes, and convenience-store options. The protein cups feature four-ounce portions of adobo chicken or steak, while the broader menu includes high-protein bowls offering between 15 and 81 grams of protein per serving.
The strategy comes as Chipotle faces slowing traffic and softer sales growth amid inflation-driven pullbacks in dining and changing eating habits. The company recently lowered its full-year same-store sales outlook for the third straight quarter, sending shares sharply lower. Chipotle’s stock is down significantly so far this year.
Executives say the new menu builds on existing customer behavior, as many diners already customize meals to boost protein intake. Smaller, protein-dense portions also reflect shifting consumer preferences influenced by weight-loss drugs and increased focus on nutrition tracking.
With high-protein diets continuing to dominate U.S. eating trends, Chipotle joins a growing list of fast-casual chains adjusting menus to capture demand beyond traditional meal occasions.