Chipotle Mexican Grill Inc. is being pulled quickly into the plant-based movement that’s taken hold across America with high-profile faux burger sellers Beyond Meat Inc. and Impossible Foods Inc.

But the chain so far isn’t partnering with these brands -- instead, it’s working on its own less-processed versions, Chief Executive Officer Brian Niccol said in an interview after the company reported earnings on Tuesday. Chipotle, which touts a relatively short menu with 53 ingredients only, is trying out new fare including cauliflower rice, and making more things out of black beans, he said.

“We are definitely experimenting with plant-based foods. We’re in the early days of it,” Niccol said. “What we want to do is make the world’s greatest cauliflower rice, as opposed to process something and make it seem like it’s something else.”

Last year, Niccol said that Beyond and Impossible’s products were too processed for the burrito seller, which currently sells a tofu option called sofritas. Meanwhile, rivals including Qdoba, Dunkin’ Brands Group Inc. and even McDonald’s Corp. are adding branded faux meat to their menus as consumers clamor for foods touting wellness and sustainability.