New Menu Strategy - Chipotle is launching its first high protein menu on December 23rd, targeting consumers seeking to increase protein intake [1] - The menu includes a double protein bowl and a high protein cup (4 ounces of adobo chicken or steak), with protein content ranging from 15 to 81 grams per item [2] - Menu pricing starts at $3.50 for a single chicken taco at select locations [2] - This initiative aligns Chipotle with other restaurants like Sweet Green, Starbucks, and Dutch Bros catering to the "protein hungry crowd" [3] - Chipotle has previously offered healthy options like Whole 30 and keto menus [3] GLP-1 Impact and Market Trends - Chipotle is directly catering to diners potentially using GLP-1 drugs with a GLP-1 friendly salad offering [3] - Goldman Sachs suggests GLP-1 users prioritize portion control, higher protein and fiber, and lower sugar, creating opportunities for restaurants with healthier, protein-forward, and smaller portion options [4] - Chipotle aims to boost its traffic through this new menu strategy [5]