Yesterday, Chipotle Mexican Grill began offering a cauliflower rice option. The rice substitute is made with grilled cauliflower, cilantro, lime and salt and will be available in US and Canadian restaurants for a limited time. The option will cost an additional $2 for tacos, burritos or bowls.
Chipotle started testing the item at select locations in Colorado and Wisconsin this July. The company said that before the test, one-third of new menu requests from customers was for cauliflower rice. The rice substitute has grown popular as more consumers cut grains out of their diet. In the test markets, nearly 1 in 3 customers who chose cauliflower rice was an infrequent or new Chipotle customer.
Chipotle CEO Brian Niccol said in April that the chain is developing other menu items but the coronavirus pandemic has delayed some launches. It began testing brisket in select markets in November. While the burrito chain still has fewer limited-time launches than fast-food chains, it has been expanding its offerings under Niccol, who previously led Yum Brands' Taco Bell.