NEWPORT BEACH, CALIF. — Chipotle Mexican Grill Inc. is testing Smoked Brisket at 64 restaurants throughout Cincinnati and part of Sacramento, Calif.
The new protein features smoked beef brisket that is seasoned with a special spice blend, seared on the grill and finished with a sauce made with Mexican peppers.
To roll out the brisket, Chipotle is using its stage-gate process to listen, test and learn from customer feedback and iterate before determining a national launch strategy, the company said. Chipotle previously leveraged its stage-gate process to introduce Carne Asada, Supergreens Salad Mix and Queso Blanco in 2019 and 2020.
“We're thrilled to offer a new, responsibly-sourced brisket that tastes terrific and meets our industry leading ‘Food with Integrity’ standards,” said Chris Brandt, chief marketing officer at Chipotle. “The richness of our real Smoked Brisket recipe delivers a craveable new flavor to our guests as we continue to innovate across our menu.”
Chipotle’s Smoked Brisket will be available for in-restaurant, online, mobile and contactless delivery orders at participating locations for a limited time.
Smoked Brisket is the latest in a line of new menu items Chipotle has tested and rolled out this year. In July, the company began testing Cilantro-Lime Cauliflower Rice at restaurants in Denver and throughout Wisconsin, in addition to a digital-only quesadilla in Cleveland and Indianapolis. Chipotle also launched new certified organic lemonades, Aguas Frescas and teas from Tractor Beverage Co. across all US restaurants in late July.