- The tests represent a new strategy for the chain, which long resisted adding new menu items.
Chipotle is rolling out a new batch of menu items at a New York City test location as the chain enters a new era.
The burrito chain announced on Thursday that it is adding new items to its test kitchen menu, including quesadillas, avocado tostadas (which an executive called Chipotle’s take on avocado toast), and a chocolate milkshake.
Executives also said that the chain is moving closer to making nachos — which wereintroduced as a test item last November— available nationally.
The onslaught of test items represents a shift in strategy for Chipotle. The chain has long resisted adding new menu items, in contrast to the larger fast-food industry’s reliance on limited-time and new items to drive traffic. Now, as the company tries to recover from an E. coli scandal from more than two years ago, Chipotle seems to be coming around to a strategy used by Taco Bell.
“There will be a lot more fun stuff coming out,” Chipotle’s research and development chef, Chad Blauze, told Business Insider.
“We have a whole repertoire coming out in 2018 and 2019,” Blauze continued, saying that the chain has also been exploring new dessert options.
Chipotle’s chief marketing officer, Chris Brandt, said on Thursday that the chain will look for three qualifications when crafting new menu items: if they’re in demand (such as nachos), if they were something customers used to like that has been removed from the menu (like chorizo, which is not currently on the test menu), and if they’re like nothing else in the industry (such as the avocado tostada).
“I didn’t want it to be McDonald’s, I didn’t want it to be the Frosty. I wanted it to be ours,” Brauze said of the slightly spicy milkshake, which contains hints of cardamon and chipotle chili.
Who in the world is asking for a spicy chocolate shake…that’s some serious Dexter serial killer shit. This is also a sign (as the article says) that Chipotle is heading into the shitter, but props to them for at least making an attempt to adjust and add some new menu items. Good for them…I won’t eat there after all the ecoli scares of 2017…but good for them.