Chipotle’s Major Menu Addition Launches Nationwide Today – Eat This Not That
From rolling out smoked brisket and pollo asado to the much-anticipated plant-based chorizo, Chipotle has introduced some new protein options over the past year.
And today, the fast-casual chain is releasing yet another item that has “an entirely new flavor profile.” Available in restaurants across the US and Canada for a limited time, the new Garlic Guajillo Steak is made with a combination of garlic and guajillo peppers and finished with fresh lime and cilantro.
As an incentive for customers to try the new protein, Chipotle will be offering free delivery on all Garlic Guajillo Steak orders placed through the mobile app or website. Customers can take advantage of this deal from September 17 to September 25.
Although the premiere of new menu items is second nature to Chipotle, the chain took a different approach when it came time to unveil the new steak.
On September 13, Chipotle pre-released Garlic Guajillo Steaks in the Metaverse through online gaming platform Roblox. Through the Chipotle Grill Simulator experience, participants can grill a new menu item and then virtually taste it. According to the company, this gaming experience is designed to “enhance the taste experience of guests in real life”.
“By launching Garlic Guajillo Steak at Metaverse, we are able to share our culinary traditions and real food proposition with Gen Z,” said Chris Brandt, Chipotle’s chief marketing officer, in a statement. “For the first time ever, fans can discover our latest menu innovation from our head chef, creating an immersive experience that blends the best of Chipotle’s digital and physical worlds.”
Additionally, participants who successfully cook a steak in the game can unlock a code that will grant them a free Garlic Guajillo Steak Entree. Between yesterday and today, Chipotle will distribute a total of 100,000 free entry codes, which must be used with a Chipotle Rewards account on digital orders placed on the chain’s mobile app or website.
Garlic Guajillo Steak debuted nearly four months after Chipotle began testing the item at more than 100 restaurants in Denver, Colo., Indianapolis, Ind., and Orange County, Calif.
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However, garlic guajillo steak isn’t the only new protein coming out this summer. On August 30, the chain announced that it would be trialling Chicken Al Pastor at 94 restaurants in Denver and Indianapolis.
Briana Roubaix
Briana is the editorial assistant at Eat This, Not That! He attended Ithaca College, where he graduated with a degree in Journalism and a minor in Communication Studies. Read more about Brianna
