While some chains have created a brand strategy out of a menu full of rotating limited-edition items, others make themselves known for their stability.
With the launch of the tofu-based sofritas in 2014, Chipotle (CMG) -) introduced a new protein to its classic lineup of grilled chicken, steak pieces, beef barbacoa and pork carnitas for the first time in 23 years. While more frequent experiments did follow in the decade since, any menu change is still a big deal for a chain that many customers have come to associate with consistency.
Related: Burger King Puts a New Take on a Taco Bell Staple on its Menu
Five years after the launch of sofritas, the fast-casual chain that popularized the build-a-bowl concept in the U.S. experimented with another limited-edition protein — Carne Asada, or steak pieces marinated in a signature blend featuring lime and cumin and oregano among other spices, hit menus in September 2019 and returned again a year later in 2020 for a few months rotation before disappearing into the vault of old Chipotle LTOs.
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'We've answered the call,' Chipotle tells fans of popular protein
"Over the past few years, our fans' passion for carne asada has rivaled any other Chipotle menu item," Chief Brand Officer Chris Brandt said in a press statement. "Now, we've answered the call, brought back this iconic protein, and introduced an entirely new way to try carne asada with the Carne Asada Quesadilla."
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Along with once again making the protein available to add to one's burrito or bowl, Chipotle also launched the Carne Asada Quesadilla for fans to sample it baked into a tortilla with Monterey Jack cheese.
Both items are limited-time promotions that will be available only over the next several months. The Quesadilla will also only be available to order through the Chipotle app but as part of their promotional campaign the chain is offering free delivery on anything with carne asada ordered through the Chipotle app or website between Sept. 14 and Oct. 1.
"The legend of Carne Asada is real," the chain said in the promotional content around the return. "[...] More than 10 million customers ordered Carne Asada in its first run and almost half of those customers were first-time guests at Chipotle. The brand reintroduced Carne Asada to the menu in 2020 and it has since become one of the brand’s most requested menu items on social media."
Carne asada's return was immediately met with some applause on the aforementioned social media. Comments underneath the Instagram (META) -) post announcing the news were met with comments such as "NEED" and "WE'VE WON" from those who have asked for it to be brought back on various platforms over the years.
Social media response shows why chains don't just make some popular LTOs permanent
Some have also asked about chorizo and chicken al pastor, two other limited-edition proteins that Chipotle tested in 2016 and March 2023 respectively.
While fans' love of carne asada leaves some questioning why Chipotle would not just add it to its permanent menu roster, not doing so is often a key strategy used to gear up excitement and create a gotta-have-it-now sentiment among consumers.
"You need consistency because that's the brand mantra," Alexander Chernev, a marketing professor at Northwestern University's Kellogg School of Management, once said to CNN off the McDonald's (MCD) -) McRib in 2019. "But no matter how much you like something, consuming something different … increases the enjoyment of what you consumed before."
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