Chipotle Mexican Grill is giving its customers a special opportunity to try its new vegan menu item, Sofritas, this month. On January 26, customers who purchase a Sofritas entrée item at any Chipotle restaurant in the U.S. or Canada can redeem their receipt for a free entrée of their choice any day between January 27 and February 28.

Sofritas, inspired by the Spanish word sofrito (a popular cooking base used for stews, rice, and beans in Spanish and Latin American culture), is organic, non-GMO tofu braised with chipotle chilies, roasted poblano peppers, and a blend of aromatic spices. Sofritas was first tested in Spring 2013 in several select markets, and after successfully winning over the taste buds of people all around the country, the vegan offering became a permanent addition on Chipotle’s menu and is now available at all restaurants in the U.S. and Canada.  

“When we created Sofritas, our goal was to create a delicious vegetarian option, but we quickly learned that it also appeals to many of our non-vegetarian customers,” says Mark Crumpacker, chief marketing and development officer at Chipotle. “This promotion is designed to expose even more of our customers to Sofritas and hopefully give them one more reason to love Chipotle.” 

To participate in the promotion, customers simply order a Sofritas entrée item—burrito, bowl, salad, or order of tacos—on January 26 at any Chipotle restaurant in the U.S. and Canada and receive a bounce-back for a free entrée item upon a return visit between January 27 and February 28. Customers must present their original receipt to validate the offer.

Marketing & Promotions, News, Chipotle