Chipotle intros smaller portions, lowers prices
April 1, 2009
DENVER — Chipotle Mexican Grill Inc. has started a test of new menu items in its Denver-area restaurants. The menu changes are the most significant Chipotle has made in its 15-year history and include new entree options, smaller-sized offerings at lower prices, suggested "featured items" and a new kid's menu. Installation of the new menu begins in Denver-area Chipotle restaurants today and continues through April 4.
"We have found that many of our customers don't recognize the variety that exists within our menu, and that new customers are sometimes unsure of what to order," said Steve Ells, founder, chairman and co-CEO of Chipotle. "With this menu, we are communicating the nature of variety more clearly, while still making great food affordable and accessible."
New items will be priced from $2.25 to $6.35.
Low Roller Menu
The Low Roller menu offers new, smaller-portion-sized meal combinations at lower prices. Low Roller options include:
- Soup ($2.99/$3.69 with chicken) — 8-ounce cup of vegetarian soup with roasted tomatillos, tomato and hominy; with the option to add naturally raised chicken.
- Chicken Taco & Soup ($4.65) — One soft or crispy taco made with naturally raised chicken, choice of salsa, sour cream or cheese, and lettuce, served with a cup of soup.
- Single Tacos ($2.25) — Crispy corn, soft flour or soft corn tortilla with a choice of naturally raised meat, salsa, sour cream or cheese, and lettuce.
- Side Salad ($2.95/$3.65 with chicken) — Chopped romaine lettuce with salsa and cheese, served with freshly-made chipotle honey-vinaigrette.
Featured Items
The new expanded menu includes four new Featured Items all priced around $6 or less. The menu of Featured Items includes:
- Chicken Pozole ($5.55) — Roasted tomatillo, tomato and hominy soup served over cilantro-lime rice and topped with naturally raised grilled chicken and cheese.
- Omnivore ($5.95) — A salad of chopped romaine lettuce with naturally raised chicken, black beans, tomato salsa and cheese. Served with freshly made chipotle-honey vinaigrette.
- Classic Burrito ($5.95) — Naturally raised grilled chicken served in a flour tortilla with cilantro-lime rice, black beans, roasted chili-corn salsa and sour cream.
- Carnitavore ($6.35) — A burrito bowl with naturally raised shredded pork, cilantro-lime rice, pinto beans, tomatillo green-chili salsa and cheese.
Kid's Menu
Chipotle's new Kid's Menu features child-friendly items such as quesadillas, single tacos and a build-your-own taco kit, all priced at less than $4 including juice, organic milk or a small soda. Options include:
- Kid's Meal — they build it ($3.95) — Kids can choose any three ingredients and two crispy or soft taco shells, all served on a tray. From there, it's up to them to construct and enjoy their tacos. The Kid's Meal also comes with rice and a small order of chips.
- Single Taco ($3.50) — Rather than being served on the build-your-own tray, Chipotle's crew builds single tacos using soft or crispy shells and a choice of any three items from the line. Single Tacos also come with an order of small chips.
- Small Cheese Quesadilla ($2.95)/Small Meat & Cheese Quesadilla ($3.50) — This classic kid favorite is served with a side of rice or beans and a small order of chips.
