Chipotle has tried it all, but not everything has been a smash. Mexican sausage? It failed.
And a dessert never even left the test kitchen. Keep watching for Chipotle's biggest menu
flops.
Gluten-free diets have been all the rage in recent years, so it was no surprise when Chipotle
introduced cauliflower rice in January 2021. However, the limited-time menu offering was
met with a mixed reaction. Entering into a world reeling from global pandemic and partisan
divides, did Chipotle's cauliflower rice really ever stand a chance? Restaurant Business reported
that Chipotle's R&D was inspired by a customer outcry for additional, healthier "lifestyle"
options on the menu. Cooked simply and seasoned with cilantro and lime, cauliflower rice seemed
like too easy of a shot to miss.
And yet, feedback for Chipotle's cauliflower rice left a lot to be desired. Business Insider
described the base as "mushy" and lacking "the ability to support toppings." Considering
that toppings are Chipotle's bag, the extra $2.25 for veggie rice seemed to be a worse
idea with every mouthful.
Centuries after the Spanish successfully introduced chorizo to Mexican cuisine, Chipotle tried
to introduce it to their diners. Unfortunately for both customers and Chipotle, the spicy
sausage never had a good opportunity to take off.
According to Nation's Restaurant News, in 2011 Chipotle tried out chorizo in nearly
all of their New York stores, but the sausage was ultimately shelved. That is, until 2015,
when the chain began to test out chorizo again, this time in their Kansas City market. A year
later, Chipotle rolled out the spiced ground pork and chicken sausage nationwide. But despite
plenty of fanfare because Chipotle rarely adds new meat options to its menu, chorizo
failed to catch fire.
By 2017, chorizo was removed from the menu, and though it returned briefly the following
year, apparently not enough fans have been clamoring for another comeback.
When it comes to menu flops there are few events that stand out as clearly as Chipotle's
queso crisis of 2017. Chipotle's queso has been a point of contention for customers since
its release, yet somehow, it has managed to remain on the menu. As The New Yorker reported,
Chipotle's queso was made with aged cheddar, tomatoes, and several kinds of chilis. It
was just the sort of craft dip you'd expect from them. But it wasn't the sort of cheese
dip you'd actually want to eat. The queso was thin, and the flavor was sour.
Rather than back off, Chipotle doubled down. According to The New Yorker, the recipe was
quickly modified, but that resulted in a grainy texture like the undissolved cheese powder
in a box of Kraft macaroni & cheese. These days, Chipotle has released a newer "queso
blanco." While the internet may have moved on, the new queso's success is far from certain.
Buñuelos came to Chipotle in 2017. A fried tortilla topped with honey, sugar, and cinnamon
seemed like a good idea. The item was placed on hold after it failed to become a quote
"hit." Although buñuelos never left the company's test kitchens, it also never had to become
a nationally mocked menu flop.
"It's good. It's quality food."
Chipotle has proudly served grass-fed beef for years, but as Eater reported in 2016,
several of the known issues with food safety came from the same marinated steak. Since
then, Chipotle has doubled-down on the quality of their meat, even going so far as to preemptively
remove dishes that didn't end up making the cut. In 2019, carne asada was one such casualty.
Initially the thin-sliced, lime-marinated beef was a hit. Thrillist called it quote
"beautiful" while Business Insider referred to it as quote "fresh and impressive." Then,
carne asada disappeared from the menu, returned briefly in 2020, and was dropped once again.
So, what went wrong?
According to Chipotle, the beef supply chain was unable to meet customer demand while also
maintaining the company's standards. These standards involve sourcing beef that is pasture-raised
and free of antibiotics and hormones. Apparently, only 5% of beef actually reaches that mark.
As it seems, Chipotle's carne asada menu flop was the result of too much of a good thing.
2018 saw the limited trial of a quote "traditional" Mexican chocolate milkshake. The frozen drink
was based on Mexican drinking chocolate, which is normally served hot, spiced with chilis
and cinnamon. Only a small number of Chipotle eaters had the opportunity to sample the shake,
though the frosty mix did make it out of the test kitchen, unlike buñuelos.
While the dessert had some good feedback from Buzzfeed, the development process stalled.
Considering that the chocolate shake was conceptualized along with current menu favorites like Chipotle's
quesadilla, diners are left to draw their own conclusions about why the sweet beverage
was never rolled out nationwide.
When Chipotle announced this year that a smoked brisket option would be coming to burritos,
bowls, tacos, and quesadillas across the country, fans were reasonably excited. But after tasting
the premium-priced barbecue, many began to reconsider their enthusiasm.
The biggest problem diners seemed to have with Chipotle's brisket is that the meat is
too dry. Chipotle's Chief Marketing Officer Chris Brandt said in a press release,
"This isn't your standard brisket experience."
Apparently reviewers agree. In a collection of reviews from Eat This, Not That!, one Twitter
user even commented,
"[I] got that Chipotle brisket because it was free and I was still overcharged."
Considering the brisket options come in at $1 more than the premium steak, order it at
your own risk. The full story of this menu flop is still ongoing, but unless Chipotle
can change the recipe, it may be an addition the company won't want to remember.
What defines a menu flop? Is it only a failure if the company gives up on it? The answers
to these questions may be found within Chipotle's introduction of the tofu-based sofritas. The
first new protein addition to be fully by Chipotle released in twenty years, the vegetarian
option was lined-up to be a hit for the chain when it dropped in 2014 according to Business
Insider. While Chipotle has stuck by it in the seven years since, the term "success"
isn't the first thing that comes to mind when you think about sofritas.
When Daily Beast reviewed Chipotle's vegetarian filling, the polite feedback was that the
flavors were bland. Others haven't been so kind. PopSugar declared that sofritas had
the texture of quote "tofu skin," and that the high sodium content made the vegan protein
more worrisome than just going ahead and eating meat. The scrutiny got saltier from there.
Here at Mashed, we ranked sofritas among the worst Chipotle menu items.
Despite the general discontent over the flavor and texture of sofritas, Chipotle has not
wavered in their dedication to the vegan protein and it remains on menus nationwide. Maybe
the head honchos really like the flavor, or maybe they're locked in a long-term distribution
deal with tofu producers Hodo Soy.
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