January 30, 2013
Beginning Feb. 12, Chipotle (NYSE: CMG ) will test "Sofritas" in seven San Francisco Bay area restaurants. Made from "organic non-GMO" tofu from Oakland, Calif.'s Hodo Soy braised with chipotle chilis, roasted pobalanos, and spices, Chipotle expects the new item to appeal to vegetarians, vegans, and others.
"Sofritas is a very different menu item not just for Chipotle, but for any fast food or fast causal restaurant," said Steve Ells, Chipotle founder, chairman and co-CEO, in a company press release. "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."
In the past, Chipotle tested another vegetarian menu item, Garden Blend, but says it was "never fully satisfied with it" and began developing Sofritas. Depending on Bay Area results in the coming months, Chipotle may expand testing into other markets.