Chipotle needed a better vegetarian option. Until recently, the only thing a meat-adverse diner could order in the restaurant was a set of tacos or a burrito stuffed with black beans and a mix of grilled onions and bell peppers. The results were filling (everything at Chipotle is filling) but obviously an afterthought.
Tofu cooked with peppers and spices yield an attractive alternative to meat.
Then, in October, the guacamole giant introduced a new product in a few test markets, including Dallas. Sofritas, a braised and well-seasoned tofu, was marketed as a crossover vegetarian product -- not just good enough to lure in strict vegetarians, but delicious enough to attract die-hard carnivores.More »