Smoked brisket is making a comeback at Chipotle Mexican Grill after a three-year hiatus, to the delight of meat aficionados across the U.S. and Canada. Chipotle touted its return as catering to the cries of fans who have vocally missed the menu item on social media since its departure. "We are listening to our guests and bringing this fan-favorite menu innovation out of the vault after three years," said Chris Brandt, Chief Brand Officer, according to a company statement.
Chipotle's smoked brisket is described as a cut above the standard fare, with the brand highlighting its preparation methods and spices to create a distinctive taste. Leveraged classic culinary techniques help to set apart the brisket, which is made with Responsibly Raised® beef. It's seasoned, smoked, seared, and served with a special brisket sauce that is stated to round out the Chipotle experience. For the uninitiated, Nevielle Panthaky, Vice President of Culinary, recommends to initially try the Smoked Brisket in a Burrito Bowl format, as per KTLA’s coverage.
For a limited period, from September 12 through September 29, Chipotle is enticing customers with a $0 delivery fee on all Smoked Brisket orders when placed through the Chipotle app, website, or Canadian domain, Chipotle.ca. While a boon for consumers, it's worth noting that higher menu prices are charged for delivery, and additional service fees may apply at checkout, excluding California locations. The promotion's legal terms also specify a minimum and maximum order amount, excluding tax and fees, to cash in on the free delivery perk.
The besides beloved smoked brisket will be prepared in small batches throughout the day at participating restaurants. This is meant to ensure the product's freshness and aligns with Chipotle's commitment to serving real, fresh ingredients. A step beyond mere marketing, this also reflects Chipotle's broader dedication to sustainability and responsible sourcing, positioning the company as an industry leader in areas like digital innovation and sustainable practices, a perspective strengthened by the brand's presence on Fortune's Most Admired Companies 2024 list and Time Magazine's Most Influential Companies, according to Chipotle’s release.
