Core Insights - Chipotle Mexican Grill is launching its first-ever "High Protein Menu" to address slowing sales growth and changing consumer eating habits [1][3] - The new menu will feature grab-and-go protein cups and other high-protein options, aiming to attract health-conscious customers [1][4] Company Strategy - The introduction of the High Protein Menu includes items like a 4-ounce protein cup with adobo chicken or steak, and entrees with protein content ranging from 15 to 81 grams per serving [1][4] - Chipotle's president emphasized that the menu caters to customer preferences for customizable, high-protein meals [2][5] Market Context - Chipotle has recently reduced its full-year same-store sales forecast for the third consecutive quarter, leading to a significant stock selloff of nearly 20% in one day [3] - The company is facing challenges from inflation and a perception issue among consumers who view it as a pricier option compared to other fast-casual dining alternatives [3][4] Financial Performance - Chipotle's stock has declined approximately 38% year-to-date, reflecting concerns over weakening customer traffic, particularly among younger demographics [3]

Market Trends - The protein craze is boosting the popularity of foods like energy bars and cottage cheese [1] - This trend is now extending to sugar-frosted Pop-Tarts [1]