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03/11/2021

Chipotle Launches Digital-Only Entree

Chipotle tested the Quesadilla as a digital-only menu item to capitalize on the brand's digital scale while removing operational friction.
Anna Wolfe
Senior Editor - Restaurants
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Chipotle Mexican Grill  introduces a new Hand-Crafted Quesadilla as a digital-only menu item. For years, the Quesadilla has been one of the most talked about Chipotle menu items on social media, and now fans across the U.S. and Canada can experience it. The Quesadilla marks the first customizable entrée Chipotle will add to its menu since it introduced a salad option 17 years ago.

"We're so excited to answer the call from fans and introduce one of the most highly anticipated menu items in our brand's history," said Chris Brandt, Chief Marketing Officer. "The Hand-Crafted Quesadilla brings so many new possibilities to our menu, and fans will love exploring fresh flavor combinations through its sides and salsa options."  

A Quesadilla, For Real
Chipotle's Quesadilla is filled with Monterey Jack Cheese and freshly prepared with Responsibly-Raised Chicken, Steak, Carnitas, Barbacoa, Sofritas, or Fajita Veggies. The preservative-free flour tortilla is folded and pressed using a new custom oven in Chipotle's Digital Kitchen, which melts the cheese perfectly and enables restaurants to make Quesadillas more quickly and conveniently. The menu item is cut into triangular pieces and served in 100% compostable packaging that allows guests to pick three salsas or sides, including fresh tomato salsa, sour cream, or hand-mashed guac for a little extra.

Testing 
In the summer of 2020, Chipotle tested the Quesadilla as a digital-only menu item to capitalize on the brand's digital scale while removing operational friction by utilizing its Digital Kitchen. This pilot, conducted in Cleveland and Indianapolis, was part of the brand's stage-gate process which allows Chipotle to listen, test and learn from customer feedback, and iterate before deciding on a national launch strategy.