In an effort to compete with fast-food rivals trying to win the hearts of Catholic customers during Lent, Chipotle announced it would be adding a vegan bowl and a vegetarian bowl to the menu. The bowls will serve as an extension of the “Lifestyle Bowls” line, which follows trendy diets like Paleo, Keto, and Whole30.
“As we get ready to move into Lent or certain seasons where vegetarian or certain non-meat opportunities present themselves, nobody even knows we have sofritas,” said CEO Brian Niccol. “Frankly, even if they know we do have sofritas, a lot of them don’t even know that it is plant-based.”
So, for all of you celebrating Lent, add Chipotle to the list of approved restaurants on Fridays.