Chipotle Mexican Grill on Monday began offering a cauliflower rice option to attract consumers trying to comply with their New Year’s resolutions.
The rice substitute is made with grilled cauliflower, cilantro, lime and salt and will be available in U.S. and Canadian restaurants for a limited time. The option will cost an additional $2 for tacos, burritos or bowls.
Chipotle started testing the item at select locations in Colorado and Wisconsin this July. The company said that before the test, one-third of new menu requests from customers was for cauliflower rice. The rice substitute has grown popular as more consumers cut grains out of their diet. In the test markets, nearly 1 in 3 customers who chose cauliflower rice was an infrequent or new Chipotle customer.