In an antic designed to entice customers to try the new Chipotle tofu option, the casual dining chain of burritos has created a strategy to both satisfy fans and also give vegans a different choice, all while exposing a brand new menu item.
In a move that has a lot of food sites and customers wondering about the actual taste of the new product, as soon as it's officially released in venues across the country, buying the new Chipotle tofu will mean getting the next entrée completely free - but does that mean Chipotle wants customers to try the novelty item or are they just pushing it down customers' throats?
According to USA Today, the new Chipotle tofu promo means that, from January 26, customers who buy the organic tofu Sofritas will be able to exchange their receipt from the purchase for any other free meal, choosing between a bowl, salad, an order of tacos or even a burrito.
The new tofu Sofritas are made from organic tofu, made by Hodo Soy, shredded and braised with roasted spices and poblanos as well as chipotle chilis, with a high protein intake specially made for the vegan crowd.
Slate continues the Chipotle tofu pitch by adding that patrons will be able to retrieve their free meals for a full month after making the first purchase of the vegan option, available in any of the locations between the United States and neighboring Canada between January 27 and February 28.
This seems to be something of a desperate move for the chain; the vegan option was actually released throughout the U.S. last March, and as of July, they made only 3.5 percent of the entrée revenue from all the restaurants in the country.
Consumerist has compared the Chipotle tofu marketing move to "striking a bargain like a clever parent" to make patrons taste the healthier product in exchange for some potentially very unhealthy reward. It's a very interesting way to bribe!
