Chipotle VP Says 'Lifestyle Bowls' Branded Around Trendy Diets are No Fad
*By Samantha Errico*
Chipotle may be best known for stuffed burritos and chips and guac, but the fast-casual chain is kicking off 2019 as an unlikely source of health food ーlaunching a new collection of diet-friendly "Lifestyle Bowls" just in time for New Year's resolutions.
The new bowls are branded around four of the trendiest diets, but the company's VP of marketing said the new venture is "a lifestyle approach, it's not a fad."
"It's a commitment to doing things in a certain way," Stephanie Perdue told Cheddar on Thursday, "We love that we have a menu that's customized to your lifestyle."
The "Lifestyle Bowls" are made up of ingredients already offered at Chipotle ($CMG) and include a Whole30 Salad Bowl, a Paleo Salad Bowl, a Keto Salad Bowl, and a Double Protein Bowl. A digital menu exclusive, they can be ordered through Chipotle's mobile app or online and then either delivered or picked up in-store.
Perdue said the four bowls were designed in response to customers' interests and what's trending in popularity. "When you search Chipotle, 'keto' is one of the number one searched terms," Perdue said.
The new venture comes as Chipotle [has been on an upswing](https://cheddar.com/videos/cheddar-awards-2018s-top-wall-street-comebacks) under the leadership of new CEO Brian Niccol, who rehabbed the company's image after a series of foodborne illness oubreaks, by emphasizing fresh marketing and "lifestyle" branding.
Chipotle is marketing to people who want to eat healthier in 2019 and are constantly on the go. "People just don't have time," Perdue said.
"For us, being part of your lifestyle is having options for any time of day, any time of week," Perdue said.
For full interview [click here](https://cheddar.com/videos/chipotle-launches-a-lifestyle-menu).
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