NEWPORT BEACH, Calif. — Chipotle Mexican Grill will be introducing its new Fajita Quesadilla on March 2 as a digital-only menu item on the Chipotle app and Chiptole.ca.
The Fajita Quesadilla was inspired by a 2022 TikTok trend, created by Alexis Frost and food critic Keith Lee. In the week following Alexis and Keith’s videos going live, Chipotle saw more than 30.6 million views, 3.7 million likes, 47,200 comments and 69,500 shares of viral TikTok content about the Steak Quesadilla with Fajita Veggies.
Despite the massive fanfare around the viral “hack,” it posed a challenge for Chipotle’s restaurant employees because it was not an official menu item on Chipotle’s digital ordering channels. Chipotle quickly mobilized to execute technology updates for approximately 3,200 restaurant locations and conduct training for more than 100,000 employees, ensuring a seamless experience for guests and restaurant team members.
For the first time, guests will be able to get their favourite Chipotle Quesadillas with Monterey Jack cheese, their protein of choice and fresh fajita veggies. A chipotle-honey vinaigrette dressing will also be offered as one of the three included side options guests can select.
The five new Quesadilla combinations on the digital menu will include steak, chicken, barbacoa, carnitas or sofritas quesadilla with fajita veggies. Additionally, to pay homage to Lee and Frost, Chipotle will launch their custom orders, the Keithadilla and the Fajita Quesadilla Hack. The Keithadilla features roasted chili-corn salsa, sour cream and chipotle-honey vinaigrette on the side while the Fajita Quesadilla Hack features roasted chili-corn salsa, tomatillo red-chili salsa and sour cream on the side.
“TikTok has not only changed the way we communicate with Gen-Z, but it’s proven it can identify areas of opportunity within our business,” says Chris Brandt, Chief Marketing Officer, Chipotle Mexican Grill. “With the launch of the Fajita Quesadilla, we are celebrating Keith, Alexis and all our super fans who were craving this delicious customization while prioritizing support for our employees.”
