Chipotle Mexican Grill on Tuesday announced the addition of carne asada to its menu for a limited time.
The sliced steak, which is seasoned with lime juice, chipotle and spices, is approved for Whole30 and paleo diets. Chipotle Rewards members were the first to learn about the new item, with some loyalty members invited to early tasting events in New York and Los Angeles.
The new protein, Chipotle’s first such addition since reintroducing chorizo a year ago, joins original steak on menus for an unspecified time, depending on consumer feedback and availability of the beef, according to a company spokesman.
Chipotle’s carne asada went through the fast-casual chain’s “stage gate” testing process, as well as pilot programs in Cincinnati and Fresno, Calif.
“It performed incredibly well in the test markets and we’re excited to be introducing this terrific, new steak nationwide for a limited time,” said Chris Brandt, Chipotle’s chief marketing officer, in a statement.
Earlier this year, Chipotle debuted a line of Lifestyle Bowls aimed at consumers following various eating plans, including Whole30, paleo, keto, high-protein, vegan and vegetarian diets.
The Newport Beach, Calif.-based chain hired filmmaker David Gelb (director of “Jiro Dreams of Sushi,” “Chef’s Table” and more) to direct advertising spots around the making of the carne asada.
Chipotle, which has seen its stock price hit record levels recently, is currently offering free delivery every Sunday in September.
Chains are increasingly catering to customers following diets such as Whole30. Last month, Chicago-based multiconcept operator Lettuce Entertain You Enterprises partnered with Grubhub to launch a delivery-only restaurant that sells dishes approved under the Whole30 program.
Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.