Chipotle Adds Cauliflower Rice to Menu for Limited Time in 2021 | Eater

"Beginning in early 2021 the chain rolled out a limited-time cauliflower rice nationwide — grilled and riced cauliflower tossed with cilantro, lime, and salt — offered as a plant-powered alternative. It costs about $2 more than regular rice, and a promotion waives delivery fees on app and online orders of $10 or more that include the cruciferous rice. The option was highly requested (about one in three new-menu-item requests) and tests in Denver and Wisconsin in July 2020 showed roughly a third of cauliflower-rice orders came from new or infrequent customers, suggesting it helped attract incremental business. The chain also introduced cauliflower-rice variations of its lifestyle bowls to appeal to keto, paleo, and Whole30 eaters and to customers pursuing diet- or wellness-oriented goals." - Jenny G. Zhang