Chipotle Mexican Grill is continuing to push the boundaries of flavor and innovation as it announced it will be rolling out Smoked Brisket to 64 restaurants throughout Cincinnati, Ohio, and Sacramento, California.
“We’re thrilled to offer a new, responsibly sourced brisket that tastes terrific and meets our industry-leading Food with Integrity standards,” said Chris Brandt, Chief Marketing Officer. “The richness of our real Smoked Brisket recipe delivers a craveable new flavor to our guests as we continue to innovate across our menu.”
The foodservice chain’s latest protein features smoked beef brisket that is seasoned with a special spice blend, seared on the grill every day, and finished with a sauce made with Mexican peppers.
According to the press release, Chipotle is leveraging its stage-gate process to listen, test, and learn from customer feedback, and iterate before deciding on a national launch strategy. In 2019 and 2020, three Chipotle menu items, Carne Asada, Supergreens Salad Mix, and Queso Blanco, successfully completed the stage-gate process and were rolled out on a national scale.
In July, Chipotle announced it is testing Cilantro-Lime Cauliflower Rice at restaurants in Denver, Colorado, and throughout Wisconsin, in addition to a digital-only quesadilla in Cleveland, Ohio, and Indianapolis, Indiana. The company also introduced new certified organic lemonades, agua frescas, and teas from farmer-founded Tractor Beverage Co. across all U.S. restaurants in late July.
Smoked Brisket will be available for in-restaurant, online, mobile, and contactless delivery orders at participating locations for a limited time in Cincinnati and Sacramento, but will we see the new menu item spread across the rest of the country to other locations? Deli Market News will keep a close eye on developments in the foodservice space.