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Chipotle adds ‘Lifestyle Bowls’ for paleo, keto, Whole30 dieters

Four new menu items tap popularity of trendy diet plans

Chipotle Mexican Grill has added a dieter-friendly category to its online menu, featuring four meals designed for consumers following trendy eating plans.

The so-called Lifestyle Bowls, introduced Wednesday by the Newport Beach, Calif.-based chain, includes a Paleo Salad Bowl, a Keto Salad Bowl, a Whole30 Salad Bowl and a Double Protein Bowl. Each bowl contains specific ingredients that match the requirements of the diet, eliminating the need for customers to build their own bowls.

CMO Chris Brandt said the lifestyle collection “made sense” after watching customers create lifestyle-specific bowls while ordering.

The bowls are not available, however, for walk in customers. Customers can order the bowls through the chain’s mobile app or website for in-store pick up or delivery.  

Chipotle said the bowls are permanent additions to the menu. The company did not provide specific prices, only stating: “The prices for the lifestyle bowls are the same as all other bowls.”

According to Chipotle’s app, a restaurant in Southern California lists the price per lifestyle bowl from $9.85 to $10.75. At the same restaurant, a build-your-own salad or burrito bowl, by contrast, costs $7.25 to $8.25, depending on the protein.

Making Chipotle more accessible and culturally relevant have been part of CEO Brian Niccol’s recovery plan. Niccol, who started last March, has also promised a “maniacal” focus on improving digital platforms.

Here’s how Chipotle described each of the new menu items:

Whole30 Salad Bowl: The Whole30 diet focuses on consuming meat, seafood, eggs and vegetables and restricts nearly everything else such as carbs, dairy and grains. This bowl features romaine lettuce, carnitas, fajita veggies, tomato salsa and guacamole. Calories: 500. Cost: $9.85

Chipotle

Whole30 Salad Bowl

Paleo Salad Bowl: The Paleo diet focuses on meat, fish, eggs, nuts, fruits and vegetables. Grains and legumes are forbidden. This bowl contains romaine lettuce, barbacoa, fajita veggies, tomatillo salsa and guacamole.  Calories: 455. Cost: $10.35.

Chipotle

Paleo Salad Bowl

Keto Salad Bowl: Keto is a high-fat, low carb diet that resembles the Atkins diet except keto discourages excessive amounts of protein. The keto bowl has romaine lettuce, carnitas, red tomatillo salsa, cheese and guacamole. Calories: 580. Cost: $9.85.

Chipotle

Keto Salad Bowl

Double Protein Bowl: The Double Protein bowl features white rice, black beans, a full portion of both chicken and steak, red salsa, romaine lettuce and sour cream. Calories: 815. Cost: $10.75

Chipotle

Double Protein Bowl

Chipotle continues to offer free delivery for orders of $10 or more through its “Chipotle Free Delivery Bowl” promotion. The deal is available through Jan. 7.

Contact Nancy Luna at [email protected]

Follow her on Twitter: @fastfoodmaven

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