Chipotle rival releases unexpected new menu item on the same day

Choosing between a burrito and a burrito bowl is already difficult enough, but when two restaurant chains offer very similar options, making a choice becomes almost impossible.

Chipotle needs no introduction, but to those who may not know, it’s a fast-casual restaurant chain whose food is inspired by Mexican flavors. It’s known for its food bar, which allows customers to customize burritos, bowls, tacos, quesadillas, and salads however they desire.

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The Mexican chain was established in 1993. Since then, it has gained a massive clientele and grown to nearly 3,800 restaurants worldwide.   

Two years later, Qdoba was founded, which is also a fast-casual Mexican food chain with a menu and concept similar to Chipotle’s. However, its footprint is much smaller, with over 750 locations in the U.S., Canada, and Puerto Rico.

Related: Chipotle offers a wild new deal, but only for some customers

After over 30 years in business, Qdoba decided to kick off a major expansion plan this year by closing multiple new franchise development agreements to expand its footprint in key U.S. markets. 

Since then, a battle between the two Mexican chains has ignited.

A Chipotle rival has released new menu item on the same day as Chipotle.

Image source: Joe Raedle/Getty Images

A battle of two Mexican restaurant chains heats up

On its website, Qdoba emphasizes that premium toppings like its queso and guacamole can be added to any entree at no extra charge. 

This seems like a slight shade to Chipotle  (CMG)  since it has experienced some backlash over the last few months for allegedly reducing its portion sizes and adding surcharges for items it used to offer at no extra cost, like double meat and a side tortilla. 

Related: Chipotle CEO sounds alarm on concerning customer behavior

Chipotle recently revealed it is opening new locations in Mexico, a market Qdoba has yet to reach, and will soon replace a former Qdoba location in Raleigh, North Carolina. 

These strategic moves might be pure coincidence. However, this latest incident could prove the rivalry between the two chains to be true. 

Qdoba releases a new menu addition at a strategic time 

On June 17, Qdoba launched the new Habanero Lime Steak, which consists of grilled steak tossed in fiery habanero sauce, lime juice, and fresh cilantro. This latest protein addition can be added to bowls and burritos and customized with any toppings desired. 

The new Habanero Lime Steak is available for a limited time. It can be ordered in stores, online, or via the Qdoba app at participating locations in the U.S., Canada, and Puerto Rico.

However, that’s not the only new menu item launching that day.

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Chipotle announced the release of the new Adobo Ranch a week prior, marking its first new dip in five years. This latest menu addition also launches on the same day as Qdoba’s at all locations nationwide.

These latest incidents could be serendipitous, but the timing is definitely suspicious.  

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