Chipotle is increasingly leaning into its status as a healthy-ish fast-casual chain. Besides its mission to serve only “53 ingredients you can pronounce” as well as commendable commitments to local and organic produce and responsibly raised meat, the chain has now come up with a way for you to more easily make healthier choices based on your health goals.
The chain just rolled out a new digital feature on their mobile app and website, which allows customers to filter out ingredients in their order based on compliance with certain diets. The Nutrition Preferences Filter can be set across three different categories: Plant Based, which will designate vegetarian and vegan ingredients; Lifestyle, which will show you the ingredients that adhere to Paleo, Keto, and Whole30 diets; and I’m Avoiding, which will reveal ingredients containing Gluten, Dairy, Soy, and Sulphites.
Once you make your filter selections, color-coordinated labels will appear next to each ingredient, letting you know which ones fit your dietary preferences. It’s literally taking the guesswork out of eating healthy and getting the answers to all the questions you may have about the nutritional contents of Chipotle’s lineup.
“Our real ingredients and the versatility of our menu have always catered to guests who prioritize health and wellness,” says Chris Brandt, Chief Marketing Officer. “Now, with a few easy taps, fans can make more informed decisions on the ingredients they feature in their custom Chipotle orders and can easily find delicious options to fit any lifestyle.”
Chipotle is a pioneer among national chains when it comes to offering food geared toward lifestyle diets like Keto and Paleo. In 2019, the company launched the Lifestyle Bowls, a menu section of salads and bowls that are tailored to specific diet considerations like eating high-protein, clean, and vegan. The new filter is meant to help those who like to build their orders from scratch or make substitutions to those pre-selected ingredients.
While some of this is pretty obvious—for example, picking out the ingredients that you can’t eat if you’re vegan—other things, like knowing which ingredients contain sulphites, are less so. And that’s where this new filter can be most helpful.
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