Update, Jan. 26, 2015: This is today! Go forth and eat (vegan) burritos!
Mark your calendars: Chipotle is about to give away more free burritos. To promote its new organic tofu filling, dubbed “Sofritas,” Chipotle has declared that ordering a Sofritas item on Monday, Jan. 26, will earn you a free burrito, bowl, tacos order, or salad of your choice if you come back in the next month. Just show up to any location in the U.S. or Canada, present your receipt showing the Sofritas purchase, and you’ll get hooked up with a free meal between Jan. 27 and Feb. 28. Even better, Chipotle will throw in the guac with your redeemable item, too.
Chipotle rolled out its vegan Sofritas option—which it describes as “organic tofu from Hodo Soy that we shred and then braise with chipotle chilis, roasted poblanos, and a blend of aromatic spices”—nationwide in March 2014. As of July, Sofritas made up just 3.5 percent of entree sales in restaurants, Chipotle co-CEO Steve Ells said on the second-quarter earnings call. Sofritas didn’t come up again in the more recent third-quarter call, so it’s hard to know if sales have improved since then.
While I’ve never tried Chipotle’s Sofritas—it is kind of weird looking—a colleague assures me that it’s “totally delicious,” and that he says that “as a near-carnivore.” So, what the heck. For a free burrito of any kind over the next month, I’m happy to give it a shot. And that’s just what Chipotle wants.