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Born from a viral fan trend of pairing seasoned chips with Chipotle orders, Chipotle developed Chili Lime Chips as its own take.
Chipotle Mexican Grill announced its first-ever simultaneous launch of two limited-time menu items, bringing back Pollo Asado with an all-new recipe and introducing Chili Lime Chips, a new side inspired by a viral fan food hack. Pollo Asado returns to restaurants in the U.S. and Canada on August 31, while Chipotle Rewards members get exclusive access to Chili Lime Chips on August 31 before they become available to all guests on September 4.
A Fresh Take on Pollo Asado
Pollo Asado is back for a limited time with an all-new recipe featuring freshly grilled adobo chicken seasoned with garlic, Mexican spices and hand-cut cilantro, then finished with bright citrus and real lime for a savory, smoky flavor.
Chili Lime Chips: Your Hack, Made Better
Over the past few years, one fan-created food hack has exploded in popularity online: guests using packaged seasoned chips to put their own spin on Chipotle meals. Some ditch their fork and scoop up every bite with chips, while others crush them over burrito bowls for extra crunch or turn their meal into a “walking taco” by pouring their bowl directly into a chip bag. Since 2022, mentions of seasoned chips paired with Chipotle entrees have increased more than 1,500% across social platforms, while related TikTok and Instagram content has generated approximately 96 million engagements.
Building on that guest behavior, Chipotle developed Chili Lime Chips as its own take, transforming the viral fan trend into an official menu item made with only real ingredients. However they’re enjoyed, the chips deliver bold flavor and satisfying crunch to any Chipotle entrée.
“Pollo Asado delivered strong results in testing, giving us clear evidence that guests were excited about the new recipe,” said Fernando Machado, Chief Brand Officer. “At the same time, we saw guests hacking their Chipotle orders with packaged chips and asked ourselves: What would this look like done the Chipotle way? Chili Lime Chips are our answer—with no artificial colors, flavors or preservatives and an ingredient list that doesn’t require a chemistry degree to understand. One menu item generated real momentum before going national; the other was inspired directly by how our fans eat Chipotle. Together, they gave us two compelling reasons to do something we’ve never done before and launch both at once.”
Chef Nevielle’s Recommended Pairing
To experience both limited-time menu items together, Nevielle Panthaky, Senior Vice President of Culinary at Chipotle, recommends a Pollo Asado bowl with white rice, black beans, roasted chili-corn salsa and guac (46g protein, 17g fiber), plus Chili Lime Chips for an added layer of crunch and zest.
“With this new recipe, we wanted to bring more brightness and dimension to Pollo Asado while preserving its savory, smoky flavor,” said Panthaky. “The citrus finish cuts through the smoky notes of the chicken and naturally complements the tangy, spiced seasoning of our Chili Lime Chips.”
How to Order
Beginning August 31, Pollo Asado will be available to all guests in the U.S. and Canada for a limited time.
Starting the same day, Chili Lime Chips will debut as a digital exclusive for Chipotle Rewards members through the Chipotle app, Chipotle.com and Chipotle.ca. The chips will become available to all guests on September 4.
To celebrate the return of Pollo Asado, Chipotle is offering a $0 delivery fee1 on Pollo Asado orders placed through the Chipotle app, Chipotle.com and Chipotle.ca from August 31 through September 13.
100 Creators, Zero Brand-Shot Footage
To showcase the fresh, hands-on preparation behind Pollo Asado and Chili Lime Chips, Chipotle put cameras in the hands of 100 creators at restaurants across the U.S., U.K. and Canada. The group extends beyond food creators, bringing together artists, animators, musicians and more, each with a unique point of view. They worked alongside restaurant team members during morning prep, grilling chicken, slicing vegetables, seasoning chips and mashing guac by hand while capturing content along the way. Without traditional scripts or shot lists, the creators were given the freedom to document the experience in their own style.
The resulting national TV campaign features no brand-shot footage, with every frame captured by creators.
The new creative marks Chief Brand Officer Fernando Machado’s national advertising debut since joining Chipotle and the brand’s first major collaboration with agency partner KIDS.
Watch the new campaign here:
• For Real: https://youtu.be/p2xwdVec5JM
• Pollo Asado: https://youtu.be/x5fRtG3Zy8Q
• Chili Lime Chips: https://youtu.be/OeJ8aI9VZvE
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