A Popular Chipotle Menu Item Just Received A Clarifying Name Change

To paraphrase Shakespeare, when it comes to one protein option at Chipotle, “a meat by any other name would taste as beefy.”

According to CEO Brian Niccol, a new name (or more accurately, an elaboration on the existing name) was needed since many would-be fans of the meat simply didn’t know what the heck it was.

Re-introducing barbacoa

If you’ve ever been to Chipotle, you’ve probably seen barbacoa listed as one of the protein choices … but if you’re like a lot of customers, you weren’t entirely sure what it was. Some adventurous guests give it a try out of curiosity while many others simply opt for something that they’re more familiar with.

“Many of our guests did not know that barbacoa was braised beef,” Niccol explained recently. “So we renamed it braised beef barbacoa.”

Fans of both clarity and alliteration rejoiced.

A few more beefy deets

While advertisements will refer to the meat as “braised beef barbacoa,” in-store menus will drop the word “braised.”

Regardless of what it’s called, the company’s website explains that the beef is “braised for hours, then shredded” and comes loaded with flavor from the addition of black pepper, chipotle chili, cloves, cumin, garlic, and oregano.

Of course, barbacoa wasn’t invented by Chipotle, which is why folks from various cultural backgrounds are already quite familiar with the meat. Tradition indicates that it was first developed in the Caribbean, though variations on its preparation have been implemented elsewhere … particularly in Mexico.

And with its new, more descriptive name, Niccol says Chipotle aims to introduce barbacoa to an even wider range of fans, explaining: “It was Chipotle’s best-kept secret and is now growing in popularity.”

Part of the company’s first-quarter marketing plan included “spotlighting” the option, he said.

Chris Agee April 26th, 2024

Share this story: