Chipotle (CMG) is adding a new protein option to its menu, Garlic Guajillo Steak, but for a limited-time only.
Beginning September 14, customers can try the steak at Chipotle restaurants across the U.S. and Canada — and virtually in the metaverse.
The menu addition adds “an entirely new flavor profile” to the menu, the company said in a press release. It features cuts of steak seasoned with garlic and guajillo peppers, and is finished with fresh lime and hand-chopped cilantro.
“We’re listening to our guests’ requests for intriguing new flavors,” Nevielle Panthaky, vice president of culinary, said in the release, “Garlic Guajillo Steak pairs the familiar craveability of garlic with the allure of guajillo into an awesome protein with a slight kick.”
The Newport Beach-based chain is offering free delivery September 17 through September 25 on orders of the new steak placed on the Chipotle app, Chipotle.com and Chipotle.ca.
Chipotle reward members can get early access though beginning on Wednesday, September 13. In the company’s fiscal second quarter, Chipotle boasted 29 million reward members. Digital demand accounted for 39% of total food and beverage revenue, while in-restaurant sales increased 35.9% for the quarter.
The addition of the menu item in the metaverse makes Chipotle the first restaurant brand to unveil a new menu item in the metaverse via the Chipotle Grill Simulator experience on Roblox (RBLX).
Fans can head to the kitchen, wear various Chipotle uniforms and get to to work. There they can learn how to cook the new steak and even “virtually taste” it, while earning virtual Burrito Bucks.
There’s also a chance to score a free “IRL” entree — 100,000 Roblox users who complete the grill stimulation will earn a code to use on the app. Fans can expect the company to drop 25,000 codes at 7 a.m. PT and 3 p.m. PT on September 13 and 14.
The company has been testing new items to drive sales. Earlier this year, the company unveiled the pollo asado. In August, it announced it was testing a new spicy chicken al pastor, marinated in adobo, morita, and achiote with a splash of pineapple, at Denver and Indianapolis locations.
Shares of the company are down nearly 10% compared to a year ago.
Brooke DiPalma is a reporter for Yahoo Finance. Follow her on Twitter at @BrookeDiPalma or email her at [email protected].
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