Dive Brief:
- Baja Fresh has made its Impossible Meat Made From Plants items, which it initially launched last July, permanent additions to its menu nationwide, the company said Wednesday.
- In addition to taco, burrito and bowl items, customers will be able to add the plant-based protein to almost any menu item. Prices vary by location.
- The move to make the items permanent follows positive feedback from customers, April Fogle, brand leader at Baja Fresh, said in the press release.
Dive Insight:
Baja Fresh updated its menu with limited-time offerings, such as al pastor dishes and birria tacos earlier this year, but these plant-based additions seems to be the first permanent additions in some time. In 2007, it added the Nacho Burrito to its core menu, for example.
Despite the positive customer feedback, Baja Fresh will have growing competition among its fast casual Mexican counterparts. Chipotle and Qdoba offer plant-based meat products while Moe’s Southwest Grill offers tofu as a protein option. Chipotle is also 5% cheaper than Baja Fresh, according to a July report from BTIG.
Taco Bell and Burger King have also been expanding and exploring plant-based options, but not all have found success in sales. McDonald’s ended its Beyond Meat McPlant test in July following lower than expected sales in test markets, with no word on the future of the sandwich.
