Chipotle to Test `Sofritas` in Seven San Francisco Bay Area Restaurants

Tue Jan 29, 2013 11:00am EST

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Vegetarian option could become new menu item
SAN FRANCISCO--(Business Wire)--
Chipotle Mexican Grill (NYSE: CMG) plans to test a new vegetarian menu item
called "Sofritas" in seven San Francisco Bay Area restaurants beginning Tuesday,
Feb. 12. Sofritas, shredded tofu braised with chipotle chilis, roasted poblanos
and a blend of aromatic spices, is made with organic, non-GMO tofu from
Oakland`s Hodo Soy. Chipotle expects Sofritas to appeal to vegetarian and vegan
customers, as well as those who are looking for an exciting new taste.
Chipotle will test "Sofritas" in seven San Francisco Bay area restaurants
beginning Feb. 12. Made with organic tofu from Hodo Soy and braised with
chipotle chilis, roasted poblanos and a blend of aromatic spices, Chipotle
expects Sofritas will be popular with vegetarian and vegan customers, but may
have broader appeal as well. (Photo: Business Wire)

"We are changing the way people think about and eat fast food," said Steve Ells,
Chipotle founder, chairman and co-CEO. "Sofritas is a very different menu item
not just for Chipotle, but for any fast food or fast causal restaurant. 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." 

Sofritas will be available in seven Bay Area restaurants beginning on Feb. 12
including: 525 Market in San Francisco; 121 Fourth St. in San Francisco; 126 New
Montgomery in San Francisco; 2019 Chess Drive in San Mateo; 251 East 3rd Ave. in
San Mateo; 180 El Camino Real in Palo Alto; and 135 El Camino Real in Millbrae. 

Chipotle`s tofu supplier, Hodo Soy, is already well known in the Bay Area for
its organic, non-GMO tofu and artisanal methods of production. The company`s
mission is to craft the highest quality, best-tasting whole bean tofu and has
become one of the most reputable tofu producers in the country. Their products
are featured in some of the Bay Area`s leading restaurants, as well as farmers`
markets and specialty food stores. 

Sofritas will be available in burritos, tacos, burrito bowls and salads and can
be combined with other signature ingredients, including white or brown
cilantro-lime rice, pinto beans or vegetarian black beans, house-made salsas and
guacamole, and cheese or sour cream. 

Chipotle, already popular with vegetarian customers, tested another vegetarian
menu item, Garden Blend, but was never fully satisfied with it and instead began
developing Sofritas. Depending on results in the Bay Area, Chipotle may look to
expand the test to other markets in the coming months. 


Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea that
food served fast did not have to be a typical fast food experience. Today,
Chipotle continues to offer a focused menu of burritos, tacos, burrito bowls (a
burrito without the tortilla) and salads made from fresh, high-quality raw
ingredients, prepared using classic cooking methods and served in a distinctive
atmosphere. Through our vision of Food With Integrity, Chipotle is seeking
better food from using ingredients that are not only fresh, but that-where
possible-are sustainably grown and naturally raised with respect for the
animals, the land, and the farmers who produce the food. A similarly focused
people culture, with an emphasis on identifying and empowering top performing
employees, enables us to develop future leaders from within. Chipotle opened
with a single restaurant in 1993 and currently operates more than 1,400
restaurants. For more information, visit

Photos/Multimedia Gallery Available:

Chipotle Mexican Grill
Chris Arnold, 303-222-5912

Copyright Business Wire 2013