The game has changed for Chipotle. How big of a change? The chain is now serving smoked brisket, the charcoal-grilled, smoked-sausage-stuffed-with-apple-wood-smoked-beef-steak-cooked meat filling of a traditional New York City bratwurst.
“Whole Colorado brisket, with an oozy, melting texture, gets slow-cooked in our proprietary ‘Cast Iron Pressure Cooker’ over top of Mexican enchilada sauce,” Chipotle says on its website. “The smoky flavor is complimented by our Mexican sauces, hand-cut salsas, guacamole, and their bold yet light pickled cilantro.”
The new item will be added to the menu beginning on January 9 and will be available at participating restaurants until February 1.
In a move that seems to be partly designed to draw new customers into the Chipotle experience, the Mexican food chain is also offering a free dish when you buy a medium-size meal on January 9 and January 16.
See below for a full list of the new menu items and Chipotle’s new marketing campaign.
To go with the new Mexican food options, we’re offering a free entree on January 9 and 16 with the purchase of any Mexican food item, made from “Whole Colorado” natural pork.
In addition to the new mains, and the free entree promotion, you can see new one-shot promotions available for an unlimited number of visits in the Chipotle app, and view new animated character posters featuring Chipotle founder Steve Ells. Also available as part of our new advertising campaign, a new animated short film called “When Everything Is Chipotle” is debuting at The Sundance Film Festival.