"The menu comes with six items, including proteinmaxxed burritos and bowls and a new salad option. The real stand-out, though, is what Chipotle is billing as its "first-ever snack," but is really just a tiny cup of chicken. The High Protein Cup is a topping-less, four-ounce serving of adobo-seasoned chicken that you could easily hold in the palm of your hand-and it's a perfect, if somewhat depressing, symbol of the GLP-1 age."
"Over the past few months, popular chains have increasingly been turning to platforms like TikTok and Instagram Reels to see exactly how their fans are engaging with menus-and bringing those popular online hacks into the real world. Starbucks ignited the trend in July by launching a "secret menu" in its app that built off of the digital-driven consumer behavior of drink customization."
Chipotle launched a High Protein Menu in the U.S. and Canada featuring six items, including proteinmaxxed burritos, bowls, and a new salad. The menu includes a High Protein Cup: a topping-less four-ounce serving of adobo-seasoned chicken sold as a standalone snack. The High Protein Cup formalizes an off-menu customer behavior and symbolizes changing consumption patterns as GLP-1 weight-loss drugs alter eating habits. Fast-food and fast-casual chains are increasingly turning viral TikTok and Instagram menu hacks into official offerings, following moves from Starbucks and Taco Bell to embrace digital-driven customization and user-created menu trends.
Read at Fast Company
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