Chipotle Mexican Grill will try to coax consumers to try sofritas, the chain’s meat alternative, by offering a freebie to anyone who orders the tofu-based protein on Jan. 25.
A receipt indicating the bearer purchased a sofritas-filled bowl, burrito or taco can be redeemed between Jan. 27 and Feb. 28 for any of the entrees, filled with whatever protein the customer wants. The deal amounts to a guarantee that meat lovers who doubt they’ll like the braised tofu won’t be wasting money if they try it.
Chipotle executives said last spring that more than half the customers ordering sofritas in 1,000 test stores would have otherwise opted for chicken, pork or beef. They noted that the tofu accounted for about 4 percent of sales at the test outlets.