Chipotle to Launch High-Protein Menu After Sales Declines in 2025

Chipotle Mexican Grill plans to introduce a new high-protein menu on December 23, adding several protein-heavy items following a year in which the chain reported declining same-store sales and fewer customer visits.

The new lineup includes two bowls, a salad, a burrito, and an adobo chicken taco. Each item increases protein portions while reducing or removing rice, beans, and other traditional toppings. According to the company, protein content across the new items ranges from 15 grams to as much as 81 grams per serving.

Chipotle will also begin offering a four-ounce cup of adobo chicken that customers can order on its own or add to an existing meal. The company said the average national price for the chicken cup will be $3.82. A steak version will also be available. The protein cup is the first Chipotle menu item sold as a standalone purchase rather than as part of a full entrée.

Menu items use existing kitchen processes

All proteins used in the new menu items are prepared using the same cooking methods already in place across Chipotle restaurants. Chicken and steak for the protein offerings are cooked in batches alongside proteins used for standard bowls and burritos.

Portioning for the protein cup relies on existing serving tools, and the company has not announced changes to kitchen layouts, staffing levels, or preparation procedures related to the launch. Inventory requirements remain largely unchanged, as the menu does not introduce new sauces or specialty ingredients.

The protein cup introduces a lower-priced purchase option compared with full meals, which have risen in price in recent years. Customers can now make smaller purchases without ordering a full bowl or burrito.

Sales declined through much of the year

Chipotle reported a 0.4% decline in same-store sales during the first quarter of 2025, followed by a 4% drop in the second quarter. In the most recent quarter, same-store sales increased 0.3%. Company filings show that the increase came from higher menu prices, while transaction counts continued to fall.

Fewer customer visits offset higher average ticket sizes, limiting overall sales growth during the period. Chipotle’s share price has fallen nearly 40% during 2025.

Visit frequency fell across income groups

Company disclosures show that customer visit frequency declined across multiple income levels. The reduction was more pronounced among households earning $100,000 or less, which account for about 40% of Chipotle’s total sales.

Customers in this group visited restaurants less often during the year. Higher menu prices did not offset the decline in transactions tied to fewer visits.

Chipotle also reported fewer visits from customers aged 25 to 35. This group visited stores less often during 2025 as household expenses rose.

Protein cup adds a new price point

At an average national price of $3.82, the four-ounce protein cup sits below the cost of a standard entrée. Customers can purchase the item on its own or add it to an existing order to increase protein content without buying a second meal.

Unlike temporary promotions or discounts, the protein cup has a fixed portion size and price. Because the item uses existing proteins, food costs can be managed using current supply and preparation systems.

Chipotle has not said whether the protein cup will be bundled with other menu items or offered as part of limited-time promotions.

Customer substitution and menu scope

Some customers may choose the lower-priced protein cup instead of ordering a full bowl or burrito. Chipotle has not disclosed expected sales volumes for the new items or confirmed whether they will remain on the menu beyond the initial rollout.

The additions do not alter Chipotle’s core menu, which continues to focus on customizable bowls, burritos, and tacos. The new items rely on existing proteins, portioning methods, and kitchen processes already in use across the chain.

Chipotle has not provided guidance on how the new menu items are expected to affect traffic or average order size.

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