Please ensure Javascript is enabled for purposes of website accessibility

The Surprising Reason Chipotle Isn't Selling Sofritas Nationwide

By Demitri Kalogeropoulos - Feb 8, 2014 at 9:10AM

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More

This new tofu option is selling well -- and not just to vegans and vegetarians.

Chances are you haven't seen it on the menu at your local Chipotle Mexican Grill (CMG -2.25%), but the company's new Sofritas protein option is holding its own against the fast-food mainstays of chicken, pork, and beef. The company said last week that the new ingredient already accounts for 3% of overall sales, despite being available at just 40% of its restaurants nationwide.

Sofritas is a tofu based burrito filling. Image source: Chipotle Mexican Grill.

The reason it's not at more locations isn't a lack of broad demand, which you might expect for a vegan dish. Instead, it's that Chipotle hasn't been able to get its hands on enough supply of the organic tofu that forms the basis of the ingredient.

In the video below, Fool contributor Demitrios Kalogeropoulos talks about Chipotle's new vegan product, noting that it is selling surprisingly well among customers who normally eat meat and are open to trying nontraditional fast-food fare. Meanwhile, those of us whose local Chipotle doesn't yet offer the ingredient can look for that to change soon, as the company is busy securing additional supply for a more comprehensive rollout.

Demitrios Kalogeropoulos has no position in any stocks mentioned. The Motley Fool recommends and owns shares of Chipotle Mexican Grill. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

Invest Smarter with The Motley Fool

Join Over 1 Million Premium Members Receiving…

  • New Stock Picks Each Month
  • Detailed Analysis of Companies
  • Model Portfolios
  • Live Streaming During Market Hours
  • And Much More
Get Started Now

Stocks Mentioned

Chipotle Mexican Grill, Inc. Stock Quote
Chipotle Mexican Grill, Inc.
CMG
$1,672.26 (-2.25%) $-38.47

*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.

Related Articles

Motley Fool Returns

Motley Fool Stock Advisor

Market-beating stocks from our award-winning analyst team.

Stock Advisor Returns
397%
 
S&P 500 Returns
128%

Calculated by average return of all stock recommendations since inception of the Stock Advisor service in February of 2002. Returns as of 08/19/2022.

Discounted offers are only available to new members. Stock Advisor list price is $199 per year.

Premium Investing Services

Invest better with The Motley Fool. Get stock recommendations, portfolio guidance, and more from The Motley Fool's premium services.