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Chipotle Mexican Grill is making a change on its menu. This is one of the most known fast food chains in the United States and now its traditional menu is going to change. Tex-Mex cuisine is very present in Chipotle, but the brand has decided to break with tradition and innovate on their dips, launching a new proposal.
Recently, Chipotle has been trying different marketing strategies and they haven’t been very successful
, that’s why they are coming with this change on their menu. We’ll see if their consumers are okay with this change or if it’s another failure from Chipotle.
Chipotle coming up with a new dip
This fast food chain is known for Mexican style food with fresh ingredients and the possibility of including what you want on it. This time Chipotle is the talk of the town because they are doing something unexpected for everybody, they are adding a new dip on their menu. This might seem somewhat silly, but Chipotle hasn’t changed anything on their menu since 2020. So, this is a big deal for the brand.
This announcement created a sense of confusion among their consumers because they are used to spiced, creamy and intense flavors of Chipotle. So, let’s see if this dip matches all these features!
Adobo Ranch, the new dip
If you are interested in tasting the new Chipotle’s dip, called
Adobo Ranch
, you could from the 17th of June. Careful! The dip will only be available for a limited amount of time, so you’d better hurry…
What’s the flavor of this dip? Will it match Chipotle’s consumers expectations? The dip is a mix of sour cream, adobo chiles, ranch seasoning, citrus, garlic, onion, parsley, black pepper, and other real ingredients. According to the company’s website, the dip doesn’t contain gluten, soy or sulfites.
What you get with Adobo Ranch dip is a whole new and original flavor representing an emerging cultural passion, mostly for young consumers.
Why this dip and not a different one?
According to the Chief Brand Officer for the Chipotle Mexican Grill, Chris Brandt, this dip was made because of the huge hype for ranch flavor now. Z Generation, people born between the 90s and the 2000s, has shown a huge enthusiasm for adding ranch dip to every single food.
That’s why Adobo Rach is a representation of this cultural phenomenon, Chipotle wants to offer options for their consumers. Now, they can choose this new and contemporary dip to complement their food if they want to.
Tasting the new dip for free!
Yes, you can try the Adobo Ranch for free! The fast food chain wants to reward their most loyal customers and try to catch more clients for their membership program, the Chipotle Rewards. So, let’s see how you can get it in every restaurant of the United States and Canada!
If you are a member of this program before 11:00 p.m. local time on the 16th of June, you will receive a free sample of the Adobo Ranch dip on the 17th of June (the release date).
Wait! It’s not that simple, you also have to buy a main course. As you will be a member of the Chipotle Rewards program, when you buy the course, the offer of the free dip will be automatically added to your personal account.
Previous Chipotle strategies
The brand is always trying to find a new way to evolve without changing its main identity, so there have been some other launches in the last few months:
- September 2024: for a limited time they included the smoked brisket.
- March 2025: also for a limited time and in specific stores of the United States, Canada and Europe, they launched the Chipotle Chicken with Honey.
It’s nice to see popular fast food chains trying to be updated to the current times, but, at the same time, maintaining their essence. We’ll see what’s the final review of their customers when the limited time of the new dip is over. Are you interested in trying this Adobo Ranch?
