As many Americans begin signing up for gym memberships, joining dating apps, or more adequately monitoring their budgets, Chipotle Mexican Grill is looking to capitalize on New Year's resolutions while 2019 still remains new.
The restaurant announced a launch of "Lifestyle Bowls" targeted toward the most common diet changes undertaken with the start of a new year. The bowls are available for online ordering only and include meals geared toward Paleo, Keto, Whole30, and increased protein diets.
Chipotle's chief marketing officer Chris Brandt said of the change:
"Now more than ever, Americans are embracing new and varied approaches to healthy living and wellness. We've watched guests custom create lifestyle-specific bowls when ordering in our restaurants, so it made sense to offer delicious options via our online channels that help people easily order bowls with real ingredients that fit their wellness goals."
However, some remain skeptical, especially after an onslaught of food related illnesses the chain grappled with in 2018.
However, not all reactions were negative.
Some thought it represented a positive change that fall in line with the goals shared by many Americans at the start of the year.
While the support remains strong, many still have questions which Chipotle is scrambling to answer.
It's unclear at this time whether the lifestyle bowls will be ongoing or if—like 80 percent of New Year's resolutions—they'll only be around before the end of February.