Chipotle Mexican Grill on Wednesday confirmed that it is indeed opening a second concept called Farmesa, which it calls a “California-inspired fresh eatery” that will serve customizable bowls priced from $11.95 to $16.95.
Restaurant Business first revealed that Chipotle was opening a new brand last week. Farmesa will debut in the Kitchen United Mix facility slated to open in Santa Monica, Calif.
The Newport Beach, Calif.-based Chipotle said that Farmesa will help it test new ideas. And Chipotle seems intent on expanding the concept based on what it learns from this facility. “One of our strategic objectives is to create or invest in emerging culinary spaces and restaurant concepts that fit within Chipotle’s food-with-integrity mission and make fresh food daily,” CEO Brian Niccol said in a statement.
Farmesa’s director of culinary innovation is James Beard Award-winning chef Nate Appleman, who previously led menu innovations for Chipotle in the mid-to-late 2000s.
Farmesa will serve bowls that feature a protein, green or grain, two sides, a choice of five sauces and a topping. The brand will launch with a limited-run menu that will help the team at the restaurant learn various cooking techniques.
The full menu will include items like Classic Santa Maria-Style Grilled Tri-Tip Steak, Everything Spice-Crusted Ora King Salmon, Whipped Potatoes, Golden Beets, Sprouted Cauliflower and Sweet Potato Chips. Farmesa’s products will be organic and non-GMO.
Customers will be able to place an order at the facility through a kiosk. They can also order delivery. The concept “will allow us to reach a large number of customers, learn quickly, and evolve our concept and menu so that we can deliver on our goals before expanding,” Nate Lawton, VP of new ventures at Chipotle.
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