Chipotle Launches Digitally Exclusive Wellness Bowls

The meal options are intended to make healthy habits convenient for patrons.

January 04, 2023

ALEXANDRIA, Va.—Chipotle Mexican Grill announced a new lineup of bowls that cater to contemporary wellness habits. The quick-serve restaurant is also launching a wellness-inspired AR Lens on Snapchat to encourage fans to maintain healthy habits, and it will reward 100,000 fans who participate with free guacamole.

Chipotle says its Lifestyle Bowls are designed to make healthy habits convenient and delicious. The bowls are only available digitally.

According to a YPulse, 76% of 13 to 39 year-olds agree wellness can be anything that makes you feel good, and 90% of young people believe wellness looks different for everyone

"We created seven new Lifestyle Bowls that embrace Gen Z and millennials' modern interpretation of wellbeing," said Chris Brandt, chief marketing officer, Chipotle. "We're making new year's resolutions fun by gamifying the experience and offering balanced meals made with real ingredients that you feel good eating."

The new menu items include the Balanced Macros Bowl, Veggie Full Bowl, Wholesome Bowl, Grain Freedom Bowl, High Protein Bowl, Plant-Powered Bowl and the Go Half Veggie Bowl.

Additionally, in partnership with Snapchat, Chipotle created an augmented reality lens that encourages fans to move their body and calm their mind with Chipotle-inspired exercises and meditation prompts.

The AR Lens will launch on Friday, January 13, also known as Quitter's Day, the day people are most likely to forfeit new year's resolutions. One hundred thousand fans in the U.S. who complete the Snapchat challenges will earn a promo code for a free small side or topping of guacamole.

QSRs are attempting to up their level of convenience, as Forbes recently reported that convenience stores could be taking market share from fast-feeders. Panera Bread recently opened an updated urban store format in New York and plans to open its first Panera To Go in New York, which offers only Rapid Pick-Up and delivery shelves. Sweetgreen opened its first advance-order vehicle pickup window called “sweetlane,” which allows customers to receive online orders through a drive-up window.

According to NACS State of the Industry data, foodservice accounted for 22.5% of in-store sales in 2021—significantly higher than the 16.8% reported a decade ago. Foodservice now makes up 35.5% of in-store gross profits, compared to 29.2% in 2011.

The convenience factor is an influencing reason on the industry’s increased market share in food sales. “As c-stores upgrade their foodservice offerings to be on par with QSRs, consumers may be more likely to choose the option that is most convenient for them,” writes Forbes. “Speed is one factor, but so is location (consider that 7-Eleven footprint) and additional offerings, like gas or beer. For the latter, the scale will always tip in c-stores’ favor.”

For advice on how to stop leaking c-store customer trips to fast-feeders, read “Competing With QSRs” in NACS Magazine. And don’t miss “Pursuit of Healthiness,” which shares how c-stores can feed into the better-for-you food and drink trend to support their customers’ quest for good health.