Chipotle Launches New Restaurant, Farmesa. Here's What's On The Menu
The company that brought fast-casual dining into the mainstream is branching out with a new brand. Chipotle announced this week the soft launch of Farmesa, a take on the company's signature customizable menu of fresh ingredients this time served in bowl form.
"One of our strategic objectives is to create or invest in emerging culinary spaces and restaurant concepts that fit within Chipotle's food with integrity mission and make fresh food daily," said Chipotle chairman and CEO Brian Niccol, while noting the concept for Farmesa emerged from the company's new ventures team. Established in 2022, the team is tasked with developing original ideas that complement the Chipotle brand.
Set to open in March, Farmesa's first location at the Third Street Promenade in Santa Monica, California, will serve as a testing ground for the new concept, giving Chiptole real-time feedback that will drive tweaks and adjustments before the brand rolls out on a broader basis.
What's on the Farmesa menu?
Following Chiptole's original fast-casual model, Farmesa will offer a customizable menu of fresh ingredients with an emphasis on proteins, greens, grains, and vegetables served in bowls. Chipotle developed the Farmesa menu in collaboration with James Beard Award-winning chef Nate Appleman who will serve as the new brand's director of culinary innovation. Farmesa will offer a limited menu during the soft launch, eventually expanding to include choices like Classic Santa Maria-style grilled tri-tip steak, Everything Spice-crusted Ora King salmon, whipped potatoes, golden beets, sprouted cauliflower, and sweet potato chips. Priced from $11.95 to $16.95, each bowl order will include a protein, a green or grain, two sides, a choice of five sauces, and a topping.
Rolling out in partnership with Kitchen United Mix, a leader in ghost kitchen operations, Farmesa will initially accept orders via the Kitchen United Mix kiosk at 1315 3rd Street in Santa Monica, online via Kitchen United Mix, or through delivery apps including DoorDash and Uber Eats. Nate Lawton, Chipotle vice president of new ventures, explained the delivery model, saying it "will allow us to reach a large number of consumers, learn quickly, and evolve our concept and menu so that we can deliver on our goals before expanding."