A Tale of Chipotle and Tofu


A Tale of Chipotle and Tofu
Beth Worthy

Beth Worthy

3/4/2014

An exciting new development has come from one of the nation’s top selling food establishments! Chipotle recently announced a bold move: They were now going to be offering a tofu option in all stores nationwide. Sofritas- as they are so affectionately called by the fast food juggernaut- is an organically grown tofu menu option that many patrons to the establishment have actually been seen to take quite a liking to.

Originally introduced in 2013 to a few select stores in the Bay Area, the ambitious new menu item had mixed reviews from many who frequent the establishment. While some argued that it was a great move made by Chipotle in an attempt to serve more options to their vegetarian and vegan customers, others argued that the mere idea of tofu in any type of taco or burrito was just weird. One thing is for certain however; no matter how many taco and burrito purists spoke out against the new possible menu addition, their cries went unheard against the solid beneficial sales figures.

Reports have shown that the restaurant locations that serve them now have accounted Sofritas for 3% of their sales which is probably why Chipotle made the nationwide move. The delicious product came out of Chipotle’s Asian concept, ShopHouse Southeast Asian Kitchen as a result of many customer’s outcries for a healthier protein option.

“If customers can’t find something on the menu that’s quite what they’re after, we encourage them to let us know. If we can make it from the ingredients we have, we’ll do it,” Chipotle stated in its recent 10-K filing.

What do you think of Chipotles latest business venture? Is it wise or might it be just a clever “ploy” to generate more customer engagement? Only time- and the figures- will tell.

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Beth Worthy

Beth Worthy

Beth Worthy is the Director of Operations for GMR Transcription Services, Inc an Orange County, California based company that has been providing accurate and affordable transcription services since 2004. She has enjoyed success at GMR for almost ten years now and has helped the company grow. Within two years of Beth managing GMR Transcription, it had doubled in sales and was named one of the OC Business Journal’s fastest-growing private companies. Outside of work, she likes spending time with her husband and two kids.