New Tool Helps Vegans Order at Chipotle

Popular Cal-Mex fast food chain Chipotle launched a new section of its website this week that allows vegan diners to seamlessly navigate the menu, easily identifying the eatery’s plant-based options. The tool caters to a total of 11 different dietary preferences including vegan, vegetarian, and gluten-free, and includes a comprehensive food list that clearly labels which menu items vegans can enjoy—such as sofritas burritos, soft tacos, and fajita bowls. Under a dedicated vegan tab, the web page is divided into “go for it” (or vegan) options, and “no go” (or non-vegan) items. Since the unveiling of its tofu-based sofritas in 2013, Chipotle has continued to recognize the importance of plant-based eating by making vegan options more accessible through marketing tactics such as “buy one, get one free” promotions, and by increasing product transparency. Other fast food restaurants have recently answered customer demand for clearly labeled plant-based options, as evidenced by Taco Bell’s introduction of its vegan guide late last year.