Chipotle is adding a new protein to its menu for the first time in a year.
The restaurant is rolling out carne asada, a marinated steak, for a limited time at its more than 2,000 stores in the United States beginning Tuesday. It is Chipotle’s first new meat item since it reintroduced chorizo in 2018.
The carne asada option was tested in three American cities over the past year, and the company said it performed “incredibly well.”
Chipotle (CMG) said it approved the steak for three popular diets — ketogenic, Paleo and Whole30. The company has been aggressively marketing its new diet-friendly bowls as it looks to attract health-conscious customers. Earlier this year, the company rolled out “Lifestyle Bowls” that are compliant with several trendy diets.
Members of Chipotle’s app-based rewards program were the first to receive notifications about the new menu item. The revamped rewards program has been a boon for the company: Digital sales have soared nearly 100% during Chipotle’s most recent quarter, and the company had 5 million enrolled members at the end of last quarter.
In addition to new meat menu items, Chipotle has also recently shaken up its menu for vegetarians. Earlier this year, it rolled out new vegan or vegetarian bowls made from existing ingredien