Core Insights - Chipotle is launching its first high protein menu on December 23rd, targeting consumers interested in increasing their protein intake [1] - The new menu includes items with protein content ranging from 15 to 81 grams, starting at a price of $3.50 for a single chicken taco [2] - The introduction of this menu aligns with trends in the restaurant industry, particularly the rise of GLP-1 drug usage, which influences consumer preferences towards healthier, protein-rich options [3][4] Company Strategy - Chipotle aims to attract health-conscious consumers by offering a menu that caters to those using GLP-1 medications, which emphasize portion control and higher protein intake [4] - The company is positioning itself alongside other brands like Sweet Green and Starbucks, which are also focusing on protein-rich offerings [3] - This initiative is part of Chipotle's broader strategy to boost customer traffic and adapt to changing dietary trends [5]

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]