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]