Newport Beach, Calif. — Chipotle Mexican Grill is opening a new restaurant called Farmesa at Third Street Promenade in Santa Monica, Calif. Farmesa is a fresh, bold new concept that is inspired by Chipotle’s ‘Food with Integrity’ standards. The concept will soft-open with an abbreviated menu and limited hours before officially rolling out in March.
“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,” says Brian Niccol, chairman and chief executive officer. “Our New Ventures team, which was created in 2022, developed a unique restaurant concept that uses classic culinary techniques with flavorful ingredients in a fast casual setting that we’re excited to test and learn on before we determine a broader rollout strategy.”
The new eclectic menu has been curated by James Beard Award-winning Chef Nate Appleman, who also serves as the director of culinary innovation at Farmesa; he previously led menu innovations for Chipotle in the mid- to late-2000s.
Farmesa will serve a variety of bowls ranging in price from $11.95 to $16.95. Each bowl will feature a protein, green or grain, two sides, a choice of five sauces, and a topping option. Farmesa will launch with a limited run menu to help the restaurant team learn on various cooking techniques and maximize throughput.
Guests will be able to place an order via onsite kiosks at the Kitchen United Mix space at 1315 3rd St. in Santa Monica or on www.kitchenunited.com/santamonica as well as for pickup and delivery through DoorDash and Uber Eats.
“Launching Farmesa in the Kitchen United Mix food hall in Santa Monica and partnering with third-party partners for pickup or delivery 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,” says Nate Lawton, vice president of new ventures at Chipotle. “We’re eager to bring this new concept to life.”
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Chipotle Mexican Grill, Inc. had nearly 3,200 restaurants as of December 31, 2022 in the United States, Canada, the United Kingdom, France and Germany. Chipotle is the only restaurant company of its size that owns and operates all its restaurants. For more information, visit www.chipotle.com.
SOURCE: Chipotle Mexican Grill, Inc.