Chipotle Launches New Smoked Brisket That Took Two Years to Perfect
The new protein option is currently available in the U.S. and Canada.
Photo courtesy of Chipotle
Chipotle is welcoming a new protein option to its restaurants this fall. Earlier this week, the fast-casual chain announced that smoked brisket can now be added to any dish on the menu, including tacos, salads and burritos. The latest addition to the menu, which is expected to stick around for a limited time, is only currently available in the United States and Canada.
According to Chipotle, this savory brisket is made with responsibly raised beef that’s been smoked to perfect tenderness, charred on the grill and seasoned with Mexican spices, including fire-roasted jalapenos and chipotle chili peppers.
Drooling yet? The brisket is also hand-chopped and finished with a new brisket sauce that includes smoky chili peppers.
As with most new additions to the menu, this item was first tested at a handful of Chipotle locations in order to gauge customer response. In the fall of 2020, Chipotle tested smoked brisket in Cincinnati, Ohio and Sacramento, California. The brand leveraged its stage-gate process to test and learn from customer feedback and iterate before deciding on a national launch strategy.
Per a press release, brisket has been consistently among the top requested menu items by Chipotle customers. The chain’s culinary team spent roughly two years developing and reimagining a brisket recipe that is uniquely Chipotle. The result is a “tender, Mexican-inspired smoked brisket that introduces entirely new flavor profiles to every Chipotle bowl, burrito, quesadilla and taco.”
And if you think you know what to expect with this meaty new option, think again. “This isn't your standard brisket experience,” Chris Brandt, Chipotle’s chief marketing officer, said in a statement. “We’ve created a differentiated smoked brisket recipe that is authentic to our menu and pairs flawlessly with our real ingredients.”
If you’re eager to try this newbie for yourself, you can now order it in-person at Chipotle locations in the United States and Canada. It’s also available via the Chipotle app, Chipotle.com, and Chipotle.ca. Beginning September 27, the new menu item will be available on third-party delivery apps.
As Chipotle fans may know, the restaurant chain has had an incredibly innovative past few months. The chain launched Cilantro-Lime Cauliflower Rice for a limited time in January, and debuted the Hand-Crafted Quesadilla — its first new customizable entrée in 17 years — in March. Additionally, back in August, Chipotle began testing plant-based chorizo in select markets.
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