Chipotle Is Kicking Off 2023 With A Trendy Wellness-Inspired Menu

New year, new you, and new menu. Starting off 2023 with exciting reveals, Chipotle announced the launch of several new Lifestyle Bowls meant to encourage healthy dining habits — but there's more. Appealing to a more youthful generation of tech-savvy customers, the brand has also partnered with Snapchat to help clientele maintain their resolutions relating to wellness in a way that's never been done before.

Unsurprisingly, most New Year's resolutions fail. What's more, National Today explains that many goals are squashed by January 13, which is why the date has been dubbed Quitter's Day. Naturally, it goes without saying that quitting something cold turkey (like snacking less or swapping soda for more water) can be difficult, which is why it's often more effective to make small, yet mindful changes to ensure continued success. Although it's tough for our brains to break a cycle of repeated patterns, The New York Post shares that a lack of accountability is actually one of the biggest reasons why resolutions flop.

Tackling this issue head-on, the Chief Marketing Officer of Chipotle, Chris Brandt shares that the Mexican grill has developed a handful of new ways to help fans maintain their goals, sharing, "We're making new year's resolutions fun by gamifying the experience and offering balanced meals made with real ingredients that you feel good eating."

Launching on January 13 (aptly on Quitter's Day), an AR Lens will become available on Snapchat, giving Chipotle devotees a chance to participate in brand-inspired exercises and meditation challenges. Aiming to support fans' healthy resolutions, the first 100,000 participants to complete all the challenges will be rewarded with a promo code for complimentary guacamole. Beyond the lens, fans can also expect menu additions.

Likewise, given the continued trend towards nutritious, sustainable, and plant-based options, it's no surprise that Chipotle has decided to amp up its menu offerings with the introduction of Lifestyle Bowls. Crafted with Gen Z and Millennials in mind – this demographic believes in well-being as a balanced, yet unique, physical and mental concept (via YPulse) – the Mexican grill's new bowl options fit the diets of a wider clientele. So, what's on the menu?

Of the many bowls, Chipotle is offering a Plant-Powered Bowl and Veggie Full Bowl for vegans and vegetarians, although flexitarians can opt for the chicken-meets-soy Go Half Veggie Bowl. In contrast, those looking for equilibrium might be drawn to the Balanced Macros Bowl, which includes less rice and more lettuce, whereas the High Protein Bowl doubles up on chicken and is loaded with beans and rice. Then, there's also the Grain Freedom Bowl that nixes rice for lettuce, and even Wholesome Bowl that's keto, gluten-free, grain-free, paleo, and Whole30-approved. With so many options, it's hard to decide what to try first.