Chipotle customers can now order sliced, pickled and smoked brisket, a new offering that will come in 23 flavors, including Cabernet-and-Spice, Brisket-and-Cherries and Crispy Grilled Sweetcorn.
Chipotle says the meat is low in saturated fat and artery-clogging cholesterol. The brisket is smoked for an hour and is dry-rubbed with a coarse rub made from the same mixture used on its burritos and bowls.
Chipotle describes its new items as “contemporary,” but the chain has already tried out some more adventurous flavors. When its March menu additions rolled out, the flautas started out as street tacos, but the chain has since taken them as dinner. The new flautas are cooked in a grill-marked skillet and topped with cheese and carnitas.
There are also new entrees like Sesame Shrimp with Shaved Salmon, Fiesta Camarones with Caramelized Onions and Flour Tortillas and Salads Loaded with Taco Fries, Salsa Ranchero with Shrimp and Colby Jack Cheese and Tortilla Soup with Chipotle Salsa.
The centerpiece is an all-you-can-eat shawarma buffet menu, which allows customers to choose from 12 cuts of shawarma, hot plate toppings and kabobs and build their own tortillas.
Chipotle also offered a limited-time stand-alone test of queso at its Washington, D.C., location in the summer of 2015, but it hasn’t been widely available since.
More than anything, the burrito and salad chain knows that people love their food.
“Consumers know that it’s Chipotle, so they expect to get great food,” Chipotle chief marketing officer Mark Crumpacker told The Wall Street Journal. “And this is what we do. We put out really good food. We’re very excited about it.”
Chipotle is set to open another shop at the National Mall on Monday, as it further expands on the Broad Street corridor of Northwest Washington, D.C. The two new Chipotle shops will join the location at 1326 Connecticut Ave. NW, where, on top of the usual burritos, they are currently selling guacamole and pico de gallo for around $3 a bowl.
In December, the chain said that its same-store sales soared by a whopping 35 percent in January. Since then, the company has said sales have been weaker than expected.
Other fast-food chains like McDonald’s and Dunkin’ Donuts have launched their own all-you-can-eat selections in recent years, but Chipotle says that it has no plans to replicate the trend.
“It’s a very rare occasion that people eat a burrito,” Crumpacker told the Wall Street Journal. “This is what we do. We put out really good food. We’re very excited about it.”