Chipotle Debuts 'High Protein Menu' and Cup Format

Chipotle Mexican Grill has announced the launch of its first-ever dedicated "High Protein Menu," scheduled to roll out across the U.S. and Canada on Tuesday, 23 December.

The initiative represents a strategic response to shifting dietary patterns, specifically the rising consumer prioritisation of protein intake and the growing influence of GLP-1 weight-loss medications on dining habits. The curated menu introduces a new snacking format—the High Protein Cup—alongside a range of bowls and burritos engineered to hit specific macronutrient targets.

Market Drivers: The Protein Movement

Chipotle cites data indicating that high-protein diets have remained the top dietary pattern in the U.S. for three consecutive years, with 70% of Americans reportedly prioritising the macronutrient.

The launch is explicitly designed to cater to this demand, as well as the needs of users on GLP-1 regimens who require nutrient-dense, lower-volume options. "With the rise of GLP-1s and a broader focus on macronutrients, Chipotle's new High Protein Menu offers more ways for guests to get the protein they want in the portions that work for them," the company stated.

Menu Architecture and Pricing

The new menu features items ranging from 15 to 81 grams of protein. A key innovation is the High Protein Cup, a 4-ounce side of Adobo Chicken designed as a clean, protein-packed snack (weighted national average price: $3.82).

The Core High Protein Menu (Available Dec 23):

High Protein Cup: (32g protein, 180 calories) – 4oz Adobo Chicken.
Double High Protein Bowl: (81g protein, 760 calories) – Double chicken, light white rice, black beans, veggies, fresh tomato salsa, cheese, extra romaine.
High Protein-High Fiber Bowl: (46g protein, 14g fiber, 540 calories) – GLP-1 Friendly. Chicken, light brown rice, black beans, veggies, corn salsa, fresh tomato salsa, romaine.
High Protein-Low Calorie Salad: (36g protein, 470 calories) – GLP-1 Friendly. Chicken, Supergreens, veggies, fresh tomato salsa, guac.
Double High Protein Burrito: (79g protein, 840 calories) – Double chicken, fresh tomato salsa, veggies, cheese, romaine.
Adobo Chicken Taco: (15g protein, 190 calories) – Soft flour tortilla, chicken, veggies, salsa, cheese, romaine.

Influencer Partnerships

To further validate the menu's appeal to fitness-conscious consumers, Chipotle is launching a "High Protein Built with Superfans" extension on 5 January. This phase features custom orders from creators and athletes, available digitally.

Josh Hart's High Protein Burrito: (95g protein) – The professional basketball player's double chicken build.
Smaller Sam's High Protein Tacos: (40g protein) – From health creator Samantha Milton (@SmallerSam_PCOS).
Kylie's High Protein Chicken Bowl: (52g protein) – Curated by dietician Kylie Sakaida (@nutritionbykylie).