Chipotle Mexican Grill's Smoked Brisket: A Limited Time Menu Innovation
Explore the return of Chipotle's Smoked Brisket, a fan-favorite menu item, after three years. Learn about the ingredients, preparation, and the impact of this limited-time offer.
Photo by Andrik Langfield on Unsplash
Photo by Andrik Langfield on Unsplash
The Story Behind the Return
Chipotle Mexican Grill has brought back its Smoked Brisket to participating restaurants in the U.S. and Canada for a limited time, marking its return after three years since its initial launch. The menu item made its debut in September 2021 and quickly became a hit, boosting both check sizes and transactions according to company executives. In Q2 2022, the company's chief financial officer, Jack Hartung, hailed the brisket as one of the best-performing menu items, indicating a high demand that even led to inventory depletion in the middle of November.
Photo by Andrik Langfield on Unsplash
Customer Demand and Executive Feedback
Former CEO Brian Niccol highlighted the popularity of the brisket, emphasizing its status as one of the most requested items by customers at Chipotle. The return of the Smoked Brisket required a significant collaborative effort across various departments, including supply chain, culinary, finance, and marketing. The positive reception and overwhelming demand for the brisket prompted optimism among executives, albeit with a cautious approach due to the current business environment.
Photo by Andrik Langfield on Unsplash
Ingredients and Preparation
Chipotle's Smoked Brisket stands out for its premium quality, being made with responsibly raised beef. The meat is seared on a plancha to perfection and seasoned with a unique blend of spices, including smoked serrano chile pepper and chipotle chile pepper, adding a distinct smoky flavor profile to the protein. The final touch comes with a savory brisket sauce made with smoky chile peppers, further enhancing the taste and texture of the dish.
Photo by Andrik Langfield on Unsplash
Customer Experience and Celebration
Chief Brand Officer Chris Brandt expressed the company's commitment to listening to customer feedback by reintroducing the beloved Smoked Brisket after three years, aiming to delight guests with the authentic Chipotle experience. To celebrate the relaunch, Chipotle announced a special promotion, waiving delivery fees for all Smoked Brisket orders placed through their app and websites during a specific period in September in both the U.S. and Canada.