Chipotle to Test 'Sofritas' in Seven San Francisco Bay Area Restaurants.
SAN FRANCISCO -- Chipotle Mexican Grill (NYSE: CMG) plans to test a new vegetarian menu item called "Sofritas" in seven San Francisco Bay Area restaurants beginning Tuesday, Feb. 12. Sofritas, shredded tofu braised with chipotle chilis, roasted poblanos and a blend of aromatic spices, is made with organic, non-GMO tofu from Oakland's Hodo Soy. Chipotle expects Sofritas to appeal to vegetarian and vegan customers, as well as those who are looking for an exciting new taste.
Chipotle will test "Sofritas" in seven San Francisco Bay area restaurants beginning Feb. 12. Made with organic tofu from Hodo Soy and braised with chipotle chilis, roasted poblanos and a blend of aromatic spices, Chipotle expects Sofritas will be popular with vegetarian and vegan customers, but may have broader appeal as well. (Photo: Business Wire)
"We are changing the way people think about and eat fast food," said Steve Ells, Chipotle founder, chairman and co-CEO. "Sofritas is a very different menu item not just for Chipotle, but for any fast food or fast causal restaurant. It was really conceived with vegetarians and vegans in mind, but it's so delicious that we believe it will have a broad appeal on taste alone."
Sofritas will be available in seven Bay Area restaurants beginning on Feb. 12 including: 525 Market in San Francisco; 121 Fourth St. in San Francisco; 126 New Montgomery in San Francisco; 2019 Chess Drive in San Mateo; 251 East 3rd Ave. in San Mateo; 180 El Camino Real in Palo Alto; and 135 El Camino Real in Millbrae.
Chipotle's tofu supplier, Hodo Soy, is already well known in the Bay Area for its organic, non-GMO tofu and artisanal methods of production. The company's mission is to craft the highest quality, best-tasting whole bean tofu and has become one of the most reputable tofu producers in the country. Their products are featured in some of the Bay Area's leading restaurants, as well as farmers' markets and specialty food stores.
Sofritas will be available in burritos, tacos, burrito bowls and salads and can be combined with other signature ingredients, including white or brown cilantro-lime rice, pinto beans or vegetarian black beans, house-made salsas and guacamole, and cheese or sour cream.
Chipotle, already popular with vegetarian customers, tested another vegetarian menu item, Garden Blend, but was never fully satisfied with it and instead began developing Sofritas. Depending on results in the Bay Area, Chipotle may look to expand the test to other markets in the coming months.
Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea that food served fast did not have to be a typical fast food experience. Today, Chipotle continues to offer a focused menu of burritos, tacos, burrito bowls (a burrito without the tortilla) and salads made from fresh, high-quality raw ingredients, prepared using classic cooking methods and served in a distinctive atmosphere. Through our vision of Food With Integrity, Chipotle is seeking better food from using ingredients that are not only fresh, but that--where possible--are sustainably grown and naturally raised with respect for the animals, the land, and the farmers who produce the food. A similarly focused people culture, with an emphasis on identifying and empowering top performing employees, enables us to develop future leaders from within. Chipotle opened with a single restaurant in 1993 and currently operates more than 1,400 restaurants. For more information, visit Chipotle.com.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20130129005484/en/
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|Date:||Jan 29, 2013|
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