More often than not, it seems like the landmark fast casual chain headquartered in Denver, Colorado, is one step ahead from the rest of the industry it belongs to and now, in a move set to interest thousands of potential customers particularly in the millennial generation, the company has announced that now Chipotle's GMO free.
Before the official announcement that now Chipotle's GMO free, the chain had been moving to a healthier fanbase by introducing a line of tofu-based products, even going as far as giving patrons a free burrito just for trying their tofu options; they've also begun a food delivery trial in the past few weeks.
Over the past few years, Chipotle's GMO free policies have been growing, as the company has sought to become less dependent on food ingredients that have been genetically modified, as they follow their ethic guidelines that include using only local products; in 2013, the chain became the first one to indicate which of their items contained genetically modified ingredients.
According to The New York Times, the announcement that Chipotle's GMO free came earlier this week, as the Colorado company turned into the first major restaurant chain in the country to completely take off genetically modified organisms of their menus.
Reuters reports that the new Chipotle GMO free policy extends to the 46 ingredients used in their restaurants, about 1,800 in the country; they're trying to offer products that are fresher in their composition, also being far more natural and even organic.
As Fortune reports, the move is thought to be aimed at impressing millennials, namely the generation of people in their 20s and 30s that don't mind paying up more if they're consuming more ethically aware food - however, past research has shown that not all age groups are willing to increase pay for something like organic or GMO-free foods.
The new Chipotle GMO free policy will kick off next Monday.
