Chipotle will offer 150 reward points to customers ordering plant-based meals on “Meatless Mondays” throughout October. The American fast-casual chain is celebrating National Vegetarian Month by encouraging Rewards members to explore vegan and veggie options. Customers can redeem 1250 points to order a free entree.

Chipotle has introduced several new and clearly labeled vegetarian and vegan options in response to increased demand for plant-based food. Preconfigured, on-menu vegan bowls debuted earlier this year and the popular Sofritas — braised shredded tofu — has been available since 2013 in the U.S and 2018 in the UK.

“We’ve found that many people are increasingly looking for plant-based protein options,” said Chris Brandt, chief marketing officer of Chipotle, said in a statement.

The Sofritas bowl features Chipotle’s signature tofu with brown rice, black beans, tomato and corn salsa, and lettuce. According to Brandt, more customers are seeking plant-based protein. “Chipotle has provided flavorful options for every lifestyle, while simultaneously doing something good for the planet.”

Plant-based options are increasingly popular with the growing flexitarian demographic; consumers who look to reduce their meat intake without removing it entirely. Reasons range from personal health to the environment.

Fast-Food and Vegan Protein

Rising consumer demand for plant-based options has prompted many restaurants to add vegan protein options. Earlier this year, Taco Bell launched dedicated vegan and vegetarian menu boards. In September 2018, Del Taco tested Beyond Meat vegan beef at two locations in LA. By December, 21 of its restaurants added Beyond Meat tacos and burritos to the menu.

Quesada Burritos & Tacos — a Mexican-inspired chain headquartered in Toronto — introduced Beyond Meat’s Feisty Crumbles to nearly 120 Canadian locations. “More of our customers are identifying as flexitarians and requesting plant-based options so we’re thrilled to be Canada’s first Mexican chain to offer the Beyond Meat Burrito,” said Steve Gill, Quesada’s founder and chief recipe officer.

The Chipotle points scheme is available throughout the month of October. It was launched on 1st October to celebrate National Vegetarian Day and is available to all Rewards customers.