Chipotle launches high-protein menu in bid to reverse sales slump after brutal 2025

Core Insights - Chipotle is launching a new high-protein menu on December 23, featuring various items with protein content ranging from 15 to 81 grams [1][3] - The new menu includes a chicken bowl without traditional toppings, a salad, a burrito, an adobo chicken taco, and a four-ounce cup of adobo chicken priced at an average of $3.82 [1][2] - The introduction of the high-protein menu is a response to consumer demand, with 70% of Americans prioritizing protein intake [3] Financial Performance - Chipotle has faced a challenging year, with stock prices down nearly 40% in 2025 and same-store sales declining by 0.4% in Q1 and 4% in Q2, although there was a slight increase of 0.3% in the latest quarter due to higher prices [4] - The company is experiencing persistent macroeconomic pressures, particularly affecting low- to middle-income consumers, who represent about 40% of total sales [5] - The CEO indicated that the first quarter of 2026 is expected to be particularly tough for middle- and low-income consumers, especially those aged 25 to 35, who are facing challenges such as unemployment and increased student loan repayments [6]