Chipotle is set to debut a High Protein Menu on December 23, offering items with 15 to 81 grams of protein per serving. The move is aimed at boosting sales growth as the chain faces declining revenue. Chipotle stock is down 38% this year, and the company is adjusting its offerings to cater to shifting consumer preferences.

The High Protein Menu includes grab-and-go protein cups, entrees like the Double High Protein Bowl, and the High Protein-High Fiber Bowl. Chipotle is tapping into the popularity of high-protein diets in the U.S., where 70% of people prioritize protein, and over a third have increased their intake in the past year. The menu caters to consumers interested in protein-packed, on-the-go options.

Chipotle’s shift towards protein-rich offerings aligns with a broader trend in the fast-casual industry, driven by consumers seeking healthier, convenient options. The move also responds to changing consumer behaviors influenced by weight-loss drugs and increased interest in macronutrient tracking. Other chains like Sweetgreen are also introducing high-protein menu items to cater to this demand.

Read more at CNBC: Chipotle launches high-protein snacks, including meat in a cup