Chipotle rolls out third new menu item this year

(Photo by Brandon Bell/Getty Images)
(Photo by Brandon Bell/Getty Images) /

That favorite burrito and bowl has another new food option. As the third new menu item this year, Chipotle announced that smoked brisket will be available nationwide starting on September 23. How will this newest menu item change the Chipotle menu going forward?

2021 has been a food innovation year for Chipotle. While it fostered relationships with celebrities and offered limited time special menu items, the quick service restaurant brand added multiple new menu items. Through its “stage-gate” process, the company incorporated new food choices that had a track record of appealing to its loyal customers.

Joining the Cilantro-Lime Cauliflower Rice and Hand-Crafted Quesadilla, which is a customizable menu item, Chipotle Smoked Brisket is set to bring a bold flavor to the table. Described as featuring Mexican spices including “fire-roasted jalapenos and chipotle chili peppers,” the smoky qualities are layered in every bite. While the smoked brisket is charred on the grill, the tenderness of the slow and low cooking makes the flavor and texture quite enjoyable.

As Chris Brandt, Chief Marketing Officer, said, “This isn’t your standard brisket experience. We’ve created a differentiated Smoked Brisket recipe that is authentic to our menu and pairs flawlessly with our real ingredients.”

Over the years, brisket has been a highly requested food item for the brand’s menu. While this version is not Texas BBQ, it is Chipotle’s Mexican infused version that pairs perfectly with a bowl, burrito, quesadilla or taco.

Adding smoked brisket to the menu proves that the brand is hearing its loyal customers. It is more than just food innovation based on trends. Giving customers what they want ensures that they will order time and again. Focusing on customer loyalty is a key to any successful business.

Rewards members will get a first taste of the new smoked brisket before it rolls out nationwide on September 23. In addition, Chipotle will offer “$0 delivery fee on all Smoked Brisket orders via the Chipotle app,, and from September 27 through October 3,” which is when the smoked brisket becomes available for third party delivery.

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Will the new smoked brisket change your Chipotle order? What other food items would you like to be added to the menu?