Chipotle Mexican Grill’s long-awaited smoked brisket is scheduled to launch Tuesday as a limited-time offer in the U.S. and Canada — available first only to Rewards members and then available starting Thursday to non-members.
Made with Responsibly Raised beef, the new protein is smoked, charred on the grill and seasoned with roasted jalapenos and chipotle chiles. The meat is chopped and finished with a new brisket sauce made with more smoked chiles, the company said.
“This isn’t your standard brisket experience,” said Chris Brandt, Chipotle’s chief marketing officer, in a statement. “We’ve created a differentiated smoked brisket recipe that is authentic to our menu and pairs flawlessly with our real ingredients.”
Starting Tuesday, the chain’s Rewards members in the U.S. and Canada can order the brisket through the Chipotle app and website. Chipotle boasts more than 24 million Rewards members globally.
On Thursday, the brisket will be available in restaurants and through the app more broadly. And from Sept. 27-Oct. 3, delivery will be free on brisket orders through Chipotle’s digital platforms, though menu items are priced higher for delivery and there’s still a service charge, the company notes.
On Sept. 27, guests can order the dish through third-party delivery, where delivery fees will apply.
Chipotle began testing the protein last year in about 64 units in Cincinnati, Ohio, and Sacramento, Calif., before making the decision to roll it out earlier this year.
It’s the third new dish to be added to the menu this year, following earlier roll outs of Cilantro-Lime Cauliflower Rice and quesadillas. The fast-casual chain has also been testing a new plant-based chorizo in Denver and Indianapolis.
Chipotle operates more than 2,850 locations in the U.S., Canada, the United Kingdom, France and Germany.
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