Chipotle is launching high-protein snacks, including meat in a cup

Chipotle Mexican Grill It is in the field of snacks.

The fast-casual giant announced Thursday that it will roll out its first-ever “high-protein menu” later this month, featuring quick protein cups. Starting Tuesday, customers in the U.S. and Canada can purchase a 4-ounce serving filled with chicken or steak adobo.

The move is designed to revitalize demand as the chain known for selling burritos and mega bowls grapples with slowing sales growth and a fundamental shift in the way Americans eat.

“For years, guests have used Chipotle’s customizable offerings to create their own protein- and fiber-packed meals,” Chris Brandt, Chipotle’s president and chief brand officer, said in a statement.

The company recently cut its full-year same-store sales forecast for the third straight quarter, triggering a stock selloff of nearly 20% in one day. Several Wall Street firms cut their price targets, citing weak traffic, sharply among clients aged 25 to 35, and fading visibility into a rebound.

Chipotle stock is down roughly 38% year to date.

Across the fast-casual sector, inflation-weary consumers have pulled back on dining out, and analysts have previously told CNBC that Chipotle is having trouble realizing value, as some diners consolidate the chain with pricier fast-casual competitors despite average entree prices nearing $10.

In addition to the protein cup, the High Protein menu includes entrees such as the Double High Protein Bowl and the High Fiber Protein Bowl, with items ranging from 15 to 81 grams of protein per serving.

“This curated menu puts fan behavior at the forefront with clean ingredients and flexible portions, making it easier to reach protein and other nutritional goals with just a few clicks,” Brandt said.

Small, protein-rich portions allow Chipotle to compete not only with other restaurants, but also with protein bars, shakes and convenience store snacks, with the potential to attract visits beyond lunch and dinner.

High-protein diets have been ranked the top diet pattern in the U.S. for three years in a row, according to Chipotle. About 70% of Americans now say they prioritize protein, and more than a third have increased their intake over the past year, according to the International Food Information Council.

The launch also comes against the backdrop of a seismic shift in consumer behavior driven by GLP-1 weight loss drugs and a growing interest in macronutrient tracking. GLP-1 users, in particular, tend to eat smaller portions and focus on protein to maintain muscle mass — a trend that is forcing restaurant chains to rethink portion sizes, menu structure and prices.

Chipotle isn’t alone in moving toward protein offerings. Fast-casual salad chain Sweetgreen recently introduced new menu items that follow this trend, headlined by a bowl containing 106 grams of protein.