Chipotle promotes wellness with new bowls, augmented reality experience

Chipotle has launched seven new Lifestyle Bowls to cater to consumers striving to eat healthier in the new year – of which there are many. Research from Statista shows that 50% of consumers have indicated their New Year’s resolution is to eat healthier, while 40% want to lose weight.  

According to a press release from the company, the lineup was inspired by Gen Z and millennial consumers, specifically. Gen Z consumers are more likely to count calories, eat clean and eat mindfully compared to their older counterparts, reports Food Insight, while millennial households also prioritize healthy, fresh and organic food over processed food, according to the U.S. Department of Agriculture. Consumers’ increasing demand for healthier food is reflected in the growth of concepts such as Sweetgreen, Salad and Go, Salad Station, The Salad House, Salata, Just Salad and more.

Chipotle’s new Lifestyle Bowl lineup includes:

“We created seven new Lifestyle Bowls that embrace Gen Z and Millennials’ modern interpretation of wellbeing,” CMO Chris Brandt said in a statement. “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.”

Notably, these bowls are available exclusively via digital channels as the chain maintains most of its digital sales (about 37%) from the throes of the pandemic. Executives have noted that digital channels generate higher sales and margins.  

That said, the company is heavily promoting the lineup through Snapchat, where it created a “wellness-inspired” augmented reality lens aimed at encouraging consumers to exercise and mediate through “Chipotle-inspired” prompts. The lens launches on Snapchat on Jan. 13, also known as Quitter’s Day, when most people abandon their resolutions. The company notes this activation marks its first time promoting physical activity and wellness through an AR lens on Snapchat, which is used by nearly 60% of teenagers, according to Pew Research.