Chipotle (CMG) is out with its long-awaited menu item, the Hand-Crafted Quesadilla.
But there's a catch: Diners can only order it online, a symbol of how fast food giants are pulling out all the stops to drive customer loyalty with a combination of cheap eats and app-based deals.
Chipotle's digital-only menu item debuts on Thursday (March 11th), and marks the first customizable entrée Chipotle will add to its menu since it introduced a salad option 17 years ago.
The quesadilla is filled with Monterey Jack Cheese, with the option to choose between chicken, steak, carnitas, Barbacoa, Sofritas, or fajita Veggies — in addition to three salsas or a choice of sides like tomato salsa, sour cream, or guacamole "for a little extra."
The quesadilla introduction "brings so many new possibilities to our menu, and fans will love exploring fresh flavor combinations through its sides and salsa options," Chipotle said in a release.
The new menu item was first tested over the summer of 2020 in digital-only pilots in Cleveland and Indianapolis . From March 11th to March 21, Chipotle will offer a $0 delivery fee when guests order a quesadilla on the Chipotle app, or Chipotle.com.
On Tuesday, shares of Chipotle closed more than 7% higher, at 1,430.12 a share. From a year ago, shares of the stock are up nearly 85%.
Brooke DiPalma is a producer and reporter for Yahoo Finance. Follow her on Twitter at @BrookeDiPalma