iStockphoto
Chipotle recently reintroduced Smoked Brisket as a menu item. Now, an employee says there's something you should know before you order.
Chipotle recently reintroduced smoked brisket as a menu option. You may want to think twice before getting it.
Historically, Chipotle has had a relatively limited list of protein options. Customers could get chicken, steak, barbacoa, carnitas, sofritas, or simply veggies.
Now, for a limited time, Chipotle is allowing customers to choose “smoked brisket” as a protein option. Per the company’s press release, the brisket is “seasoned with spices including smoked serrano and chipotle chili peppers, then smoked over mesquite wood to develop its deep, smoky flavor.”
“Once in restaurants, team members sear the brisket on the plancha, finish it with spices, toss it in a savory sauce made with smoky chili peppers and hand-chop it in small batches throughout the day,” the press release reads.
But before you go running to your local Chipotle to give it a try, one worker says there’s something important you should know about the menu option. According to this worker, it may make you reconsider your selection.
What’s Wrong With Chipotle’s Beef Brisket?
In a video with over 151,000 views, TikTok user Lupe Garcia (@lupegarcia7) shows a point-of-service system at a Chipotle restaurant.
“Think twice before getting that extra brisket,” Garcia writes in the video’s overlay text.
From there, the TikToker inputs a brisket bowl. The total is $15.20.
But, when the TikToker adds extra brisket, the total jumps by another $8.45.
After taxes are added, the price of a single bowl is $26.25.
Why Is It So Expensive?
Many commenters were immediately aghast about the high prices. However, some claimed that it may not be price gouging on the part of Chipotle. Rather, these users suggested that the high brisket price may simply be due to the current price of beef.
“As a man who manages a local bbq joint i actually feel so bad when people come in for lunch and [their] meal cost $29 because beef prices are literally SO BAD,” shared a commenter.
This user may have a point. Data from the Bureau of Labor Statistics says that beef and veal prices have increased by 3.5% over the last year. This is due in part to limited cattle supply; the U.S. Department of Agriculture notes that the U.S. started this year with 300,000 fewer cattle than it did in the previous year.
Chipotle itself has noted that rising costs are an issue. In an October 2026 earnings report, the company stated that the costs of both beef and freight were causing its expenses to go up. This also impacts the cost of sales.
Another factor that could justify the high cost is Chipotle’s meat standards. The company claims that only around 5% of American beef meets its animal welfare and quality requirements. Preparing brisket also requires significantly more time than other meats.
In summary, the chain is working with an incredibly limited supply and serving a time-intensive product. These two factors may work together to drive up costs.
How Is This Affecting Sales?
Chipotle reports revenue increases over the past year. Furthermore, the smoked brisket is popular with fans of the chain. When the item debuted in September 2021, the company reports that it sold out sooner than expected.
Still, that doesn’t mean there aren’t issues. In the comments section of Garcia’s video, many claim that the high price of smoked brisket is causing awkward in-store interactions.
“I’ve been telling everyone who asks for double that an extra portion cost like 8$ and only one person has followed through getting it,” said a user.
“Told a dude his double brisket is like 23 bucks and he … near[ly] leapt the counter,” recalled another.
“the amount of people I had to show their receipts to because they thought I was overcharging them,” stated a third. “cash is not for the weak rn.”
That said, some claimed that these high prices were not a deterrence. Instead, they claimed that they would be making greater use of Chipotle’s rewards program to offset costs.
“Ill just use my half off from the app,” wrote a commenter.“get the free extra protein with your points,” shared a second.
BroBible reached out to Chipotle via email and Garcia via TikTok direct message and comment.