Chipotle chases the protein craze with new menu items — including meat in a cup

A Chipotle restaurant in San Francisco, California, US, on Friday, Jan. 31, 2025.David Paul Morris | Bloomberg | Getty ImagesChipotle Mexican Grill is entering the snack business.The fast-casual giant announced Thursday it will roll out its first-ever "High Protein Menu" later this month, featuring grab-and-go protein cups. Starting Tuesday, customers in the U.S. and Canada can buy a 4-ounce portion filled with adobo chicken or steak.The move is designed to re-energize demand as the chain known for massive burritos and bowls is grappling with slowing sales growth and a fundamental shift in how Americans eat."For years, guests have used Chipotle's customizable offerings to build high protein and fiber-filled meals on their own," Chris Brandt, Chipotle's president and chief brand officer, said in a release.The company recently cut its full-year same-store sales forecast for the third consecutive quarter, triggering a nearly 20% single-day stock selloff. Multiple Wall Street firms lowered their price targets, citing weakening traffic, most sharply among customers ages 25 to 35, and fading visibility into a rebound.Chipotle stock is down around 38% year-to-date. Across the fast-casual sector, inflation-weary consumers have been pulling back on dining out, and analysts have told CNBC previously that Chipotle is battling a value perception problem, with some diners lumping the chain in with pricier fast-casual rivals despite average entree prices that are closer to $10.Beyond the protein cup, the High Protein Menu includes entrees such as the Double High Protein Bowl and the High Protein-High Fiber Bowl, with items ranging from 15 to 81 grams of protein per serving. "This curated menu brings that fan behavior to the forefront with clean ingredients and flexible portions, making protein and other dietary goals easier to reach in just a few taps," Brandt said. Smaller, protein-dense portions allow Chipotle to compete not just with other restaurants, but with protein bars, shakes and convenience-store snacks, while potentially capturing visits outside of lunch and dinner.High-protein diets have ranked as the top diet pattern in the U.S. for three consecutive years, according to Chipotle. About 70% of Americans now say they prioritize protein, and more than one-third have increased their intake over the past year, according to the International Food Information Council. The launch also comes against the backdrop of a dramatic shift in consumer behavior driven by GLP-1 weight-loss drugs and growing interest in macronutrient tracking. GLP-1 users, in particular, tend to eat smaller amounts while emphasizing protein to preserve muscle mass — a trend that is forcing restaurant chains to rethink portion sizes, menu structure and pricing.Chipotle isn't alone in pivoting toward protein-forward offerings. Fast-casual salad chain Sweetgreen recently introduced new menu items following the trend, headlined by a bowl with 106 grams of protein.