Chipotle is testing cauliflower rice in select markets as consumers demand grain-free, low-carb options

• Chipotle is testing grain-free cilantro-lime cauliflower rice in select markets beginning on July 15. The option is just four net carbs and will cost diners an additional $2.
• According to Chipotle's chief marketing officer Chris Brandt, the menu item was inspired by a rise in customer requests for a plant-based rice offering in recent months.

In response to customer demand for grain-free, low-carb options, Chipotle is rolling out cauliflower rice in select markets.

The cilantro-lime-flavored rice will be made using grilled cauliflower and available in 55 restaurants in Denver and Wisconsin beginning on July 15, according to the restaurant chain. The option, which will cost diners an extra $2, is four net carbs per serving and compliant with diets including Keto, Whole30, and Paleo.

According to Chipotle's chief marketing officer Chris Brandt, the new menu item was inspired by a rise in customer requests for a plant-based rice offering in recent months.

"To date, one out of three new menu item requests from Chipotle customers is for Cauliflower Rice," Brandt said in a press statement. "We've answered the call from fans and created a better-for-you option that puts a delicious twist on our classic white rice recipe by using the same fresh cilantro and lime ingredients and culinary techniques."

The cauliflower rice is also part of a larger push by the company to evolve and develop its menu based on customer feedback. In the past year, this process has led to the addition of carne asada, queso blanco, and a "Supergreens" salad mix, which were each rolled out nationally after going through select market testing.