Chipotle Mexican Grill (CMG) is leaning into the current protein craze with several new menu items, including “meat in a cup.”
The restaurant chain that specializes in Mexican cuisine is rolling out its first-ever “High Protein Menu” that features new grab-and-go protein cups that are being marketed as snacks.
Starting Dec. 23, customers in the U.S. and Canada can buy a four-ounce cup filled with adobo chicken or steak. The company is billing the snack item as “meat in a cup.”
The move is designed to give Chipotle’s sales a boost as the chain known for large burritos and bowls adjusts to declining consumer spending and a shift in how people eat.
The company recently cut its full-year same-store sales forecast for the third consecutive quarter, triggering a nearly 20% selloff in its stock.
Beyond the meat cup, the High Protein Menu includes entrees such as the Double High Protein Bowl and the High Protein-High Fiber Bowl.
The new menu items range from 15 to 81 grams of protein per serving.
Smaller, protein-dense portions allow Chipotle to compete not just with other restaurants, but also with protein bars, shakes and convenience-store snacks.
High-protein diets have ranked as the top diet pattern in the U.S. for three consecutive years, according to Chipotle Mexican Grill.
About 70% of Americans say they prioritize protein, and more than one-third have increased their intake over the past year, according to the International Food Information Council.
Chipotle isn’t alone in shifting its menu towards protein. Salad chain Sweetgreen (SG) recently introduced new menu items that focus on high protein content.
So far in 2025, CMG stock is down 38% and trading at $37 U.S. per share.
