Chipotle Mexican Grill announced Tuesday the release of its highly anticipated quesadilla — a digital-only item and the fast-casual chain’s first customizable entrée in 17 years since the introduction of salads — available nationwide and throughout Canada starting on March 11.
The Newport Beach, Calif.-based company first announced that the quesadilla was available in select markets last spring, and in June 2020, Chipotle CEO Brian Niccol clarified that the quesadilla was being tested as a digital-only product in Cleveland and Indianapolis, noting that “consumers aren’t fighting the idea of having to order in the app or on the web.”
For the full launch this week, Chipotle is offering the quesadilla — made with Monterey Jack cheese and the customer’s choice of chicken, steak, carnitas, barbacoa, sofritas, or fajita vegetables — with a $0 delivery fee from March 11 through the 21, with a minimum order of $10. Additionally, DoorDash members with DashPass can get $8 off any $25 Chipotle purchase with a quesadilla starting March 18.
“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,” Chris Brandt, Chipotle chief marketing officer said in a statement. “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.”
Chipotle adds that one of the reasons the quesadilla fits as a digital-only item is because the tortilla is folded and pressed using a new oven that’s only available in the company’s virtual kitchen: the Chipotle Digital Kitchen. The Chipotle Digital Kitchen was first created in New York in November 2020 as a new store prototype. The test store would be able to test out new menu items and also fulfill orders made through the brand’s app, website or third-party delivery marketplaces.
After being prepared and pressed at the digital kitchen, the quesadilla is then sliced into triangular portions, delivered in 100% compostable packaging, and comes with three sides (options of salsa, sour cream, or guacamole for extra).
This is not the only digital-only item Chipotle has tested. In September, the fast-casual burrito chain brought carne asada back on a digital-only basis.
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