In another round of new menu items, Chipotle Mexican Grill Inc. (NYSE: CMG) this month launched limited-time mobile orders from soccer players Rose Lavelle and Sophia Smith of the U.S. Women’s National Team (USWNT).
In anticipation of USWNT matches this month, the athletes’ go-to orders will be sold as official menu options on the Newport Beach restaurant chain’s app and online.
Both the “Rose Lavelle Bowl” and the “Sophia Smith Bowl” are offered alongside a larger marketing initiative focused on the players’ stories of reaching the national team and finding nutritional value with their favorite Chipotle combos. The company also released footage featuring each soccer player on social media as part of its Real Food for Real Athletes platform.
The players “are ringing in a new generation for U.S. women’s soccer, and we’re excited to play a part in powering their training regimens,” Vice President of Marketing Stephanie Perdue said in a statement.
Customers have been able to order multiple go-to mobile orders from various celebrities, athletes, and influencers since 2019 including music artist Miley Cyrus, skater Tony Hawk, and YouTuber David Dobrik.
The restaurant’s app has seen 28 million members join the loyalty program since its launch in 2019. Chipotle counts over 3,000 restaurants as of March, valued at $37 billion.
