Fast-food giant Chipotle has launched a controversial new 'High Protein Menu' designed to cater to customers using GLP-1 weight-loss drugs like Ozempic. The move, intended to capitalise on dietary trends, has ignited a firestorm of criticism online, with many branding the initiative as 'dystopian'.
A Menu for the GLP-1 Era
On Tuesday, Chipotle officially rolled out its first-ever 'High Protein Menu'. The company stated the new range offers guests more ways to get protein in portions that suit their needs, whether for a lighter bite or a more substantial meal. This development comes in response to data showing 70 percent of Americans are now prioritising protein in their diets, with over a third increasing their intake in the past year.
The menu features items like the High Protein Cup with Adobo Chicken, a four-ounce side containing 180 calories and 32g of protein, starting at $3.50. Other offerings include a High Protein-Low Calorie Salad (470 calories, 36g protein) and a Double High Protein Burrito boasting a hefty 79 grams of protein.
Social Media Roasts 'Pup Cups' and 'Late-Stage Capitalism'
Despite the commercial logic, the announcement was met with immediate and fierce ridicule on platforms like TikTok and X. Fitness influencer Charlie Caruso's breakdown of the menu sparked widespread outrage in his comments section.
Many users took particular aim at the High Protein Cup. "They really feeding us pup cups," one person joked on TikTok. Another critic quipped, "Just cook chicken at home. It's not hard," while a third simply stated, "Lol it’s just chicken in a cup."
The sentiment was echoed on X, where the menu was described as "literally just chopped up grilled nuggets." Broader criticisms labelled the move a sign of "late stage capitalism" and a "recession indicator." One netizen summarised the feeling, writing, "If you can’t bother to make this yourself you’re actually cooked."
Defenders See a Practical Solution
Not all feedback was negative. Some users saw value in the convenient, portion-controlled options. "I feel like this is a great idea for those who want to find an alternative to snacking," one person admitted. Another supporter agreed, stating, "So people make fun of it. but more places should do this. Water and a chicken cup and you’re back in the game - healthy style."
The chain's strategy follows the soaring popularity of GLP-1 medications such as Ozempic and Mounjaro. Originally for type 2 diabetes, these drugs suppress appetite and have become widely used for weight loss, gaining notable traction in Hollywood. Chipotle's move also mirrors similar industry steps, like Starbucks introducing protein-boosted drinks earlier this year.
While Chipotle has successfully identified a significant dietary shift, its execution has highlighted a growing cultural divide between convenience-focused corporate strategy and consumer perceptions of authenticity and value.
