Chipotle has been working on a “Recipe for Growth” strategy to turn around negative sales, and traffic trends from 2025 and early signs from the first quarter show some traction gains.
There are several focus areas within that plan, including improved operations, leveraging technology to modernize the business, and expanding global reach. Accelerated menu innovation to drive new occasions is also a priority, and the chain has done just that so far this year with the return of its popular Chicken al Pastor and Chipotle Honey Chicken, as well as a new Cilantro Lime Sauce.
Much of the momentum from the company’s positive Q1, however, came from its “High Protein Menu,” launched in December and featuring items with between 15 and 81 grams of the nutrient. The menu launch didn’t require much heavy lifting on Chipotle’s part. It includes signature items redesigned into new options such as a “Double High Protein Bowl” with double Adobo Chicken, light white rice, black beans, fajita veggies, tomato salsa, Monterey Jack cheese and extra romaine lettuce. There’s also a High Protein Cup, which simply has 4 ounces of Adobo Chicken as a side item.
During the company’s earnings call Wednesday, CEO Scott Boatwright said the menu broadened awareness across the full menu, and bolstered Chipotle’s value proposition. Further, protein add-ons reached nearly one-fourth of all transactions and have remained elevated more than a quarter after the menu's launch. These results, he said, “reinforced Chipotle as the go-to destination for high-quality, clean protein.”
Executives talked about the tailwinds expected to support Chipotle throughout the rest of the year — things like an efficient equipment package and more effective staffing levels at peak times.
But if Chipotle has indeed become a “go-to destination” for protein, that is perhaps the strongest tailwind right now. That’s because (and as we’ve written about many, many times) consumers are obsessively clamoring for protein and making sure they get the appropriate intake to fulfill their fitness and overall health goals.
As such, we’ve seen most restaurant brands launch or promote at least one protein item. We’ve seen beverage concepts launch protein milk and protein cold foam, we’ve seen Protein Packets from Subway, and Shake Shack replacing its burger buns with lettuce wraps for its Good Fit (read: “high protein”) Menu.
We’ve even seen a Protein Espresso Martini launch from Buffalo Wild Wings.
This obsession has extended onto retail shelves, with recent launches like Protein Pop-Tarts and Doritos Protein.
There are several factors pushing protein to the forefront, including a new food pyramid recently unveiled by the United States Department of Health and Human Services, which places protein, dairy, and healthy fats at the top. It is also estimated that there are now nearly 25% of households with at least one member using GLP-1 medication, which requires high protein intake to prevent muscle loss.
And, more consumers are simply looking for more high-protein options to support their overall health. According to Revenue Management Solutions, 62% of consumers said they “sometimes, often, or always” look for high-protein options on a menu, 48% said they’re likely to choose a meal because it’s high in protein and 38% are willing to pay more for such options.
Perhaps most notable, nearly 50% of consumers say they would switch restaurant brands for meals with more protein options.
Chipotle’s transactions were slightly positive in Q1 after several quarters to the contrary, which, at least in part, supports Boatwright’s commentary that the chain has become more of a go-to destination for protein.
Chief financial officer Adam Rymer added that the protein menu not only drive transactions, but also a double-digit percentage increase in double protein and single tacos orders. That increase has continued through April.
With a full quarter of validation under its belt, Chipotle plans to continue meeting this demand as it doubles the pace of its limited-time offer innovations.
“What we learned is that consumers were looking for menu innovation. They were screaming for greater innovation at a greater frequency,” Boatwright said. “We have a couple of things that are in process or in test that are new LTO center-of-the-plate protein items.
“We need to come back to tried-and-true favorites occasionally and then pepper in new menu items that will drive interest (and) drive occasion that are on brand and uniquely Chipotle.”
Contact Alicia Kelso at Alicia.Kelso@informa.com
Follow her on TikTok: @aliciakelso
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