Chipotle Mexican Grill will add fajita quesadillas to its digital-only menu on Thursday, March 2 after social media influencers gushed over them in TikTok videos.
Customers can already order quesadillas on the Newport Beach-based chain's app. The novelty here is that they will be able to combine a choice of protein with grilled vegetables. Based on a trial purchase on the Chipotle app, customers can't do that now. They can get one or the other and can combine two kinds of meat. But if they try to order meat and vegetables they will be told they "can't go halfsies."
The average price of a fajita quesadilla will be $9.50 to $11.25, according to the chain. Prices vary by protein choice and restaurant location.
Quesadillas are not on Chipotle's in-store menu except as a kids' meal.
Chipotle has a video teasing the rollout with Alexis Frost, who has 2.4 million followers for her TikTok food videos, and Keith Lee, who has 10.8 million followers.
Both Frost and Lee have attracted millions of views with recent reviews of Chipotle fajita quesadilla hacks, according to a news release from the Newport Beach-based chain. In Frost's video review, she described her steak quesadilla with vegetables as what Chipotle employees would order for themselves and said it tastes just like a Philly cheesesteak.
Those hacks will be available Thursday, March 2, the chain announced. They will be called Frost's Fajita Quesadilla Hack, with steak and vegetables and Roasted Chili-Corn Salsa, Tomatillo Red-Chili Salsa and sour cream on the side, and Lee's "Keithadilla," also with steak and vegetables but with Roasted Chili-Corn Salsa, sour cream, and Chipotle-Honey Vinaigrette on the side.
Chipotle recently allowed TikTok influencer Nick DiGiovanni to reveal its recipe for honey vinaigrette in a separate collaboration.
TikTok has changed the way Chipotle communicates with Gen Z, Chief Marketing Officer Chris Brandt says in the new release. BentoBox, a marketing platform for restaurants, included the importance of social media in its trends report for 2023.
Information: chipotle.com
No comments:
Post a Comment