Chipotle Mexican Grill, the popular fast-casual restaurant chain known for its burritos and bowls, has recently added a new ingredient to its menu – chickpeas!
The addition of chickpeas marks a notable shift for Chipotle, which has built its brand around a fairly static core ingredients list. So what prompted this change, and what impact will it have?
Why Did Chipotle Add Chickpeas?
According to Chipotle representatives, the decision to add chickpeas was driven by customer demand for more plant-based protein options. As consumer interest in vegetarianism and veganism rises, the chain saw an opportunity to diversify its protein offerings beyond just meat, chicken, and steak.
Nutritionally, chickpeas (aka garbanzo beans) are an excellent source of plant-based protein and fiber. They fit well with Chipotle’s brand image of serving responsibly raised, natural ingredients. The chickpeas are non-GMO and were added without increasing menu prices.
How Will This Impact Chipotle’s Menu Offerings?
For now, chickpeas are being used as an additional topping choice that customers can add to any entrée for no extra cost. They can be added to burritos, bowls, tacos, salads, and more.
Some likely chickpea topping combinations include:
- Burrito bowl with chicken, brown rice, salsa, chickpeas
- Veggie salad with guacamole, pico de gallo, chickpeas
- Vegetarian taco with black beans, cheese, lettuce, chickpeas
The chickpeas increase plant-based protein options for vegetarians. They also provide a new topping choice for meat-eaters seeking more fiber and nutritional balance.
Nutritional Profile
So what nutritional benefits do chickpeas offer? Here is an overview of the key nutrients found in 1/2 cup serving of chickpeas (cooked):
| Nutrient | Amount | Daily Value |
|---|---|---|
| Calories | 134 | 7% |
| Protein | 7g | 14% |
| Fiber | 6g | 24% |
| Folate | 142mcg | 36% |
| Iron | 2mg | 11% |
| Magnesium | 79mg | 20% |
| Potassium | 210mg | 6% |
As you can see, chickpeas pack a nutritious punch, providing a good source of plant-based protein, fiber, folate, iron and other key minerals like magnesium and potassium. Adding a 1/2 cup serving of chickpeas can significantly boost the nutritional profile of your Chipotle meal.
Customer Response
So far, customer response to the new chickpea topping has been overwhelmingly positive. Thousands of enthusiastic tweets and Instagram posts from Chipotle fans have popped up praising the new meatless protein option.
Many vegetarian and vegan customers are thrilled at having more plant-based choices at the chain. Even meat-eating customers seem pleased to have additional fiber and nutrition in their burritos and bowls.
Of course, Chipotle’s huge fan base means the chickpeas also have their critics. Some customers have complained the texture doesn’t work well in certain dishes, or that they dislike the flavor. Overall though, reception has been positive.
Will This Impact Sales?
It’s too early to definitively say whether chickpeas will impact Chipotle’s sales and revenue. However, offering more plant-based options is a smart strategy to meet growing consumer demand and keep customers happy.
Early signs point to chickpeas being incremental as an “add-on” topping rather than replacing meat choices. So vegetarians may visit Chipotle more often, but carnivores are still likely to order chicken, steak or barbacoa.
Expanded choice and customization is central to Chipotle’s brand. Chickpeas simply widen the possibilities of flavors and nutrition customers can craft in their meals. Rather than taking revenue from meat toppings, chickpeas will probably attract new customers and reward brand loyalty.
The Future
Looking ahead, chickpeas are likely just the first of more plant-based ingredients Chipotle will add. The chain hinted chickpeas are “setting the stage” for more options to meet their sustainability and diet diversity goals.
Some future possibilities include:
- Plant-based “meats” like Beyond Meat or Impossible
- More beans such as cannellini or edamame
- Ancient grains like quinoa or farro
- Dairy-free vegan cheese
Chipotle serves over 83 million guests yearly, so any ingredient added impacts a huge customer base. The brand seems committed to keep evolving its menu to satisfy modern preferences.
While long-time customers may not love change, the chickpea addition shows Chipotle is willing to shake up convention. Offering more choice and plant-based options is a savvy way to stay relevant in a changing food landscape.
Conclusion
Chipotle’s new chickpeas provide a nutritious, protein and fiber-packed plant-based topping. Customer response has been enthusiastic, and the addition aligns with growing demand for meatless and vegan options. While chickpeas aren’t replacing meat on the menu, they expand choice and customization possibilities for all customers. Looking ahead, the chickpea “revolution” likely signals more nutritious, plant-based ingredients on the horizon for Chipotle.