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.
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While fast-food chains like McDonald’s and Chick-fil-A are launching fish sandwiches to accommodate to customers participating in Lent, a Catholic holiday where many people abstain from meat on Fridays, Chipotle wants to carve out its place on the totem pole.
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“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.”