Why Chipotle’s nutritional filters hint at the menus of the future

Jennifer Kaplan, a former instructor at the Culinary Institute of America in St. Helena, California, thinks Chipotle has just released a menu update that will be well received.

The chain has recently added nutritional filters to its app and chipotle.com, a move that allows customers to create a custom menu that saves options such as vegan, paleo and gluten-free and soy to their profiles. Once selected, the digital users of the channel will be acceptable menu items marked by your order.

“Chipotle’s nutritional filters are a good example of personalized / personalized nutrition,” Kaplan, currently head of sustainability at dairy producer Miyoko’s, said in an email to The Food Institute. “As we see more personalized nutritional options on the menus, [like] dietary recommendations that have been adapted to meet a consumer’s personal nutritional needs … I look forward to seeing other personalized categories, such as sustainability personalization. “


Chipotle’s recent move builds on the success of the chain’s diet-specific lifestyle bowls (cured bowls that include vegan protein, keto, and double protein options), whose sales have grown 484%. since it was introduced in 2019, it reported Restaurant business (October 1).

Chipotle executives, who have already surpassed $ 2 billion in digital sales this year, said the addition of nutritional filters is in line with their mission to be transparent with ingredients and give customers more control.

“We want to continue to evolve our digital platform, so that it offers a fully customizable experience for guests that takes into account important dietary and lifestyle considerations,” Stephanie Perdue, vice president of marketing at Chipotle, said in a email to The Food Institute.

The full list of nutritional filter preferences includes: vegetarian, vegan, paleo, keto, and Whole30, as well as items that do not contain gluten, dairy, soy, or sulfites. The company, which currently has more than 24 million members of Chipotle Rewards, also acknowledged that nutritional apps help its marketing efforts and allow it to better understand customers.


The Food Institute he recently asked several industry experts what other factors will play a role in the restaurant menu of the future. Most agreed that, to begin with, future menus will be highly customizable.

“Using Chipotle as an example, they have an additional charge for most supplements, such as guacamole or cheese,” said Haris Bacic, co-founder of Pricelisto.com. The Food Institute. “In addition, their menu is structured so that they can charge different prices for each type of protein, so they can always introduce new varieties of protein. Recently, they announced the addition of smoked apple, which is not surprising that be the most expensive protein on the menu ”.

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Most also said they expect future menus to be highly digitized and clearly highlight which ingredients are vegan, allergen-free, locally sourced, and so on.

“In the future, we may see apps that not only allow you to access the menu, but also place your order even before you’ve been seated at your table,” said Melissa Collins, association manager of Perfect Brew.


Chris Romani, CEO of Restaurant Smarts, noted that many restaurants are taking an increasingly scientific approach to building menus and said, “In the near future, we will see voice become a way that people can ask for, [by saying, for example] “Hey Google, ask me for a Big Mac at McDonald’s.”

Others anticipate augmented reality or RA, becoming a key element of restaurant menus in the not-too-distant future.

“People eat with their eyes first,” said Bob Vergidis, founder of pointofsale.cloud. “The menu of the future will use augmented reality to allow guests to see food from various angles in front. … This will not only serve as a great visual, but will also have functional advantages. People will be able to see, scale, how big a food is, how it is prepared with contextual information about the ingredients used. “

Why Chipotle’s Nutrition Filters Hint at Menus of the Future

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