Chipotle is introducing a menu item in hopes of pleasing its vegetarian and vegan guests. "Sofritas," a tofu-based protein, said the chain's marketing consultant, Danielle Winslow, will soon appear on the menu in seven Bay Area units.

Although some have speculated that the menu offering was inspired by the rising cost of beef, Winslow said the price hike had no bearing on the decision to launch tofu, which the chain will price comparably to chicken.

"It's about offering another option for vegetarian and vegan customers, and one that we think is so good it may have crossover appeal as well," she said.

If the test goes well, the chain may consider rolling it out in other markets. For now, however, Chipotle wants to see how it does in the Bay Area test, Winslow said.

Read more about nutrition.

Related Content

User Comments – Give us your opinion!
Products & Services

MP75 High Definition Digital Media Player with GPIO

http://global.networldalliance.com/new/images/products/4912.png

4912/MP75-High-Definition-Digital-Media-Player-with-GPIO

AV901HD 1x9 Component A/V Distribution Amplifier

http://global.networldalliance.com/new/images/products/4603.png

4603/AV901HD-1x9-Component-A-V-Distribution-Amplifier

PeopleMatter LEARN™

http://global.networldalliance.com/new/images/products/4627.png

4627/PeopleMatter-LEARN

Total-Customer Service for Restaurants

http://global.networldalliance.com/new/images/products/6541.png

6541/Total-Customer-Service-for-Restaurants

RoninCast® Software

http://global.networldalliance.com/new/images/products/4754.png

4754/RoninCast-Software

Video Testimonial - Colorado

http://global.networldalliance.com/new/images/products/6369.png

6369/Video-Testimonial-Colorado

LG 72WS70MS-B

http://global.networldalliance.com/new/images/products/6421.png

6421/LG-72WS70MS-B

GoHire

http://global.networldalliance.com/new/images/products/6547.png

6547/GoHire

MP70 HD Media Player

http://global.networldalliance.com/new/images/products/5917.png

5917/MP70-HD-Media-Player

PeopleMatter SCHEDULE™

http://global.networldalliance.com/new/images/products/4628.png

4628/PeopleMatter-SCHEDULE

Media Kit
Request Information From Suppliers
Save time looking for suppliers. Complete this form to submit a Request for Information to our entire network of partners.