Industry News | October 19, 2016

Green Burrito Debuts Largest Menu Overhaul Since The '90s

The Grilled Burrito is available as an entrée with chicken for $4.99, or with steak for $5.79. Green Burrito/CKE Restaurants

Green Burrito, the Mexican food concept affiliated with Carl’s Jr., announced its culinary overhaul, launching a new menu that offers highly authentic, deliciously filling items at affordable price points, just like its globally successful parent chain; exciting changes will come to all 600-plus dual-branded Green Burrito/Carl’s Jr. restaurant locations, which are based primarily in the Western and Southwestern parts of the U.S.

The launch marks one of the most extensive menu overhauls since Carl’s Jr. began dual-branding restaurants with Green Burrito in the 1990s. The new menu looks to bridge the gap between superior quality and good value in the Mexican-themed quick-service restaurant space, offering filling items crafted from authentic ingredients one would typically expect to find at a fast-casual restaurant or mom-and-pop taqueria at the affordable price points for which QSRs have become known. New featured ingredients include: cotija cheese, cilantro-lime rice, whole pinto beans, freshly-prepared pico de gallo, guacamole, Cholula hot sauce, and more.

In addition to these high-quality ingredients, and as a foundation of the menu relaunch, Green Burrito will now charbroil all of its chicken and steak offerings before they are hand-sliced in-restaurant—quite a unique feature in the QSR space given many competitors still simply re-heat their meat options. Lean, charbroiled steak or chicken will be featured in nearly all products including The Green Burrito, the anchor of the new menu, which features cilantro-lime rice, chipotle beans, fresh salsa, signature green sauce, Cholula hot sauce, crema and a four cheese blend, wrapped in a 12-inch flour tortilla. The Grilled Burrito will be offered as another menu highlight, featuring charbroiled chicken or steak, cilantro-lime rice, chipotle beans, a four cheese blend, fresh salsa and Cholula hot sauce, wrapped in a 12-inch flour tortilla before the whole thing is grilled once again. Other items featuring new, authentic ingredients include: crunchy and soft tacos, quesadillas, taquitos, and Super Nachos.

The Grilled Burrito is available as an entrée with chicken for $4.99, or with steak for $5.79; customers can upgrade to the chicken or steak Green Burrito for $6.29 and $7.09, respectively. Prices may vary by location.

“The Mexican food space has historically been a land of extremes: you can either sacrifice quality in favor of price and convenience, or time and money in favor of a higher quality meal. Thanks to Green Burrito, that dichotomy is now a thing of the past,” says Eric Williams, chief operating officer for Carl’s Jr. and Green Burrito. “Carl’s Jr. has become known in the QSR industry for offering restaurant-quality burgers at fast-food prices, and now Green Burrito is following in its footsteps. With this new menu, you’ll never again have to wait for a table at a local taqueria to satisfy your cravings for an authentic Southwestern meal. We even serve authentic Coca-Cola® de Mexico made with cane sugar and sold in retro glass bottles. Green Burrito is ‘Real Mexican, Real Big’— and real fast.”

The food, however, isn’t the only thing that’s improving. Green Burrito restaurants also have an updated look and feel—all locations will feature more modern interior and drive-thru menu boards, new lobby displays and other merchandising.

“Just like Carl’s Jr., Green Burrito is about premium customer service in every aspect, so it’s our intention that every customer experiences a feast for the eyes and the stomach while dining on our delicious Mexican menu items,” adds Williams.

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.

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