Operations

Chipotle's TikTok-inspired 'Keithadilla' will be officially official on March 2

The fast-casual chain turned a problematic viral menu hack into an official digital offering in response to customer demand.
Chipotle Keith Lee Alexis Frost
Keith Lee and Alexis Frost helped popularize the Chipotle quesadilla hack on TikTok./Photo courtesy of Chipotle.

TikTok spoke and Chipotle listened.

The new Fajita Quesadilla—or “Keithadilla,” as Chipotle has dubbed it—will officially launch on March 2, a menu hack created by TikTok celebrities Keith Lee and Alexis Frost.

The menu item, which is only available as a digital order, features a quesadilla with Monterey Jack cheese, the protein of their choice and fajita veggies. It’s served with the Honey Vinaigrette dressing as a side option, though guests can also choose Roasted Chili-Corn Salsa or sour cream. Another variation dubbed the Fajita Quesadilla Hack includes the quesadilla with steak and the side options of Roasted Chili-Corn Salsa, Tomatillo-Red Chili Salsa or sour cream.

It all started late last year, when Frost posted a TikTok review of Chipotle’s steak quesadilla with fajita veggies, calling it a “10” for her 2.4 million followers. In the video, she said the (unnamed) person who suggested it described it as tasting like a Philly cheesesteak.

 

@alexis.frost @alexis.frost this has been one of my faves ever since it was suggested . #mrsfrost#chipotle#quesadilla#foodie#foodtok#fastfood♬ mario sound - mandycap

Lee then followed with a stitched TikTok in which he tries the quesadilla/veggie hack, but adds the innovation of dipping it in Chipotle’s honey vinaigrette, and then mixing some vinaigrette into the sour cream to create a dipping sauce that earns a “10 out of 10” rating.

@keith_lee125#stitch with @alexis.frost “Philly cheesesteak” from Chipotle taste test 💕 Chipotle Sauce hack 👉🏾 @hasaneats 💕 would you try it ? #foodcritic♬ original sound - Keith Lee

The following week, the videos got more than 30.6 million views, 3.7 million “likes” and 47,200 comments, along with 69,500 shares. And the hack became a problem as guests began ordering the menu item in droves—even though it didn’t actually exist on the menu.

But now it will.

For Chipotle, the move required updating the technology to allow guests to order the dish, as well as training for more than 100,000 workers. But it was worth it to connect the brand with a younger audience, whose platform of choice appears to be TikTok.

“TikTok has not only changed the way we communicate with Gen Z, but it’s proven it can identify areas of opportunity with our business,” said Chris Brandt, Chipotle’s chief marketing officer, in a statement. “With the launch of the Fajita Quesadilla, we are celebrating Keith, Alexis and all our superfans who were craving this delicious customization while prioritizing support for our employees.”

Chipotle saw an opportunity with TikTok early on and launched a program in 2021 to connect with influencers on the video-sharing platform. The Newport Beach, Calif.-based chain first launched it’s TikTok business account in 2018, which has allowed the brand to tap into organic content, like the Lee and Frost videos.

 

 

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