Chipotle Tests the Meatless Trend With Plant-Based Chorizo

Chipotle Mexican Grill has always positioned itself as the healthy alternative to burger-based quick serve and casual food chains. But as plant-based food items populate restaurant menus beyond Veganuary promotional stunts, the chain is trying out a plant-based chorizo for a limited time. The new meatless menu item is getting some support from sports media and entertainment company Team Whistle. The content provider partnered with Chipotle for the latest installment of its No Days Off series on YouTube. In the clip, Phoenix Suns forward Mikal Bridges takes viewers through a day in the life, from training on the court to refueling with Chipotle's meatless option, in hopes of connecting with Gen Z consumers. "We are focused on helping athletes perform their best by providing proper nutrition through real food and real ingredients," Stephanie Perdue, vp of marketing at Chipotle, told Adweek. "Team Whistle is the ideal partner to help us educate a young, sport-obsessed audience about our new plant-based chorizo in a fun, engaging way." Meta Courts Sports Creators on World Trick Shot Day Team Whistle knows its audience skews young, a cohort that is increasingly interested in healthy food. More than half (53%) of the brand’s fans eat vegetarian, while 64% eat a "plant-dominant diet," according to a Team Whistle-conducted survey on Qualtrics. "We’re always looking for ways to lead culture and stay top of mind among Gen Z consumers," Perdue said. "One of the many ways we accomplish this is through unexpected partnerships with brands that share similar values. Like Chipotle, Team Whistle is focused on having a positive impact on athletes across all levels, from youth to professional." Grocery sales of plant-based foods that directly replace animal products grew 12.1% to $1.3 billion in the 52 weeks ending July 31 of last year, and 53% over the last two years, according to Nielsen. Sales of meat alternatives jumped 11% during this time to $922.2 million. A brand partnership that makes sense No Days Off is a weekly show where Team Whistle spotlights athletes and gamers, part of its broader vision to create original content and programming that inspires as well as entertains. “It’s a look at athletes in a way that shows their support systems and their hard work,” said Dustin Fleischman, Team Whistle's svp of brand partnerships. “It's not just about being a natural talent but the hard work, so you can see yourself in the content.” When Team Whistle is looking for a good fit between a brand and an athlete to feature in one of its several YouTube shows, the brand partner's goal is usually the first thing it considers. Next is whether that partner fits the show's format and conveys an accessible and relatable message. Then Team Whistle sets out to find players who are already fans of the sponsor, and Bridges' name came up. The Suns forward's story—he was not heavily recruited out of high school and had to develop his skills to become a starter in the NBA—made him an ideal fit for Whistle. Bridges loves Chipotle; in the video, he recalls eating at the chain every day for a year after receiving a Burrito Card. He wears a Chipotle-branded hoodie in the video, something Fleischman noted he was not asked to do. Fleischman also said that over the years of producing video content, Team Whistle has learned that just focusing on workouts doesn't resonate with its audience. "[The content] is meant to humanize and allow the viewer to get to know talent better, but all in a way that you can feel and see yourself in," he said. Team Whistle’s partnership renewal rates surged 150% YoY, according to Fleischman. The No Days Off franchise has racked up 3 billion views to date, according to the brand, and the brand's YouTube page has 2.12 million subscribers. In Chipotle's third quarter earnings announced in October, the chain revealed that total revenue increased 21.9% to $2 billion YoY. Digital sales grew 8.6% from 2020 to $840.4 million and accounted for 42.8% of total sales. A ‘Cheat Day’ With 76er Tobias Harris Is Hoops With His Sister and KFC