Back a few months ago a coworker of mine was talking about this Mexican place that she went to a lot for burritos. Since I don’t eat grains or beans, and since this was before the huge onslaught of low-carb everything, I just assumed it was similar to other Mexican/burrito places I’ve been where one CAN make special requests, but you end up with something that is not very edible or just too little food despite being the same price. Then one day last fall I was dragged there at some and my assumptions flew out the window.
For those who don’t know, Chipotle is the name of a chain of stores that sells burritos, tacos and such. It is actually owned by McDonalds, or so I hear, but they don’t advertise this in any way. Everything about this place is progressive and kind of the opposite of McDonalds. I actually read Fast Food Nation a few years ago and was so appalled at the state of the fast food industry that I vowed to only eat in one of these places in an emergency, and in fact that’s basically what I kept to until last fall.
Here’s what changed my mind, at least as far as the food:
Chipotle is no nonsense. They display the basic whole ingredients (nothing processed, manufactured, etc.) in front of you and make everything within view.
The ingredients are excellent quality in terms of appearance and taste.
Choice! When you order anything, they ask you which ingredients you want. You either ok or reject every single option. This makes it easy to customize things and even to play with different combinations of ingredients each time you go, trying to create different tastes, etc. This also makes it so easy for those who are picky eaters or those who are on specific diets. These folks don’t have to make a special request and get a funny look.
Two words: Burrito Bol. This is a Burrito without the flour tortilla, good for people who have gluten (wheat protein) sensitivities, or those on low-carb diets. Of course every time I order one of these, the folks behind the counter automatically start to put rice on it and EVERY time I have to quickly say “no rice, no beans.” I go there with other low-carbers who do the same, so I know they are getting these requests often, but it seems that they still view rice and beans as an essential part of the bol, and just assume that these will go in, whereas with almost everything else, they specifically ask you if you want X or Y.
The price is nice. You really get a lot for your money. No, it’s not the dollar value menu, but for a burrito or burrito bol, you pay between $4.75 and $5.75 for the basic set of ingredients, and even without rice and beans, it adds up to a lot of food. I often feel full for 5 or 6 hours after a meal! The one ingredient that will cost you more money is the guacamole, which is excellent. I believe it costs $1.50 or so more, but it’s worth it if you like the stuff - it is not the processed stuff that I can’t stand but simply mashed avacados and herhaps some herbs and spices. I will usually leave it off because it makes the meal that much richer and heavier as well as being more expensive, but when I know I’m not going to be eating again for many hours, I sometimes go for it. You can also get extra meat for something similar ($1.50 or so), but honestly the amount of meat that they give you is plenty, especially combined with salsa, cheese, sour cream, lettuce, green peppers, onions, and the optional guacamole.
Good Meat! Chipotle offers free range pork from the Niman Ranch and Bell & Evans Chicken, which is a minimally processed chicken that is carried by Wholefoods. In New York and Chicago they have Meyer Natural Angus Beef, which is “Certified Humane Raised and Handled” without antibiotics or hormones. It may or may not be grass-fed, but is probably grain-finished. Anyway, my attitude is that what Chipotle is promoting is a more natural, less factory-farmed meat, which can only be a good thing. I think this is something to be commended and supported.
I can’t vouch for Chipotle’s labor practices, which was one criticism of Fast Food Nation, but at least their attitude towards food seems to be fairly progressive, so I would hope this is echoed at least a little in other spheres.
The other thing that got my attention when I first started going was that they have music in the background, good music. For example, I actually heard music from the Soundtrack to Until the End of the World. Other than this, the music played seems to be mostly latin, jazz, and world-type stuff.
It’s all about the beer! Yes, they actually serve beer here - it’s almost like being in a fast food restaurant in Europe. It’s not really about the beer for me, as I’m not a huge beer drinker and the vast majority of the meals I have here are lunch meals on work days, so I actually haven’t taken advantage of this yet, but it’s nice to know the option is there.
In addition to salt and pepper, they have original Tabasco pepper sauce and Tabasco green pepper sauce on the table that holds the silverware and napkins. Many people take these and just put them on the tables and leave them there. Perhaps I’m imagining it, but it sometimes seems as if these sauces have been made a bit milder than they normally are. I wonder if this is because they are afraid of someone loading their burrito up with so much hot sauce and then basically passing out or worse from the shock, and then suing them for damages! In any case, this would be one of my few criticisms of Chipotle, but it is a minor one, I think. I would also love to see some of the other Tabasco sauces. Probably most appropriate would be their new chipotle sauce, after all, but also their habanero and garlic sauces would be a great addition.
This is definitely the only fast food joint that I patronize right now and one that I recommend folks to try. Of course if you don’t like burritos, fajitas, or tacos, it might not be your ideal place. Then again, I suppose you could always get a burrito bol that just as some meat and rice, and green peppers and onions, and maybe some beans as well if you like them - they have both black beans and kidney.
Chipotle seems to have a bunch of locations spread out around the country, but not a large number. Luckily the DC area has quite a few. I think I’ve eaten at seven different locations here, including two within walking distance to our apartment in Adams Morgan. We will soon be moving to Vienna, Virginia though, and the closest one will be 2.5 miles away, so definitely less accessible! It is a chain, though, so the uniformity of the product is both a good and bad thing here. You will always get pretty much the same thing (as long as you order the specific combination of ingredients), and the surroundings are also very similar from store to store - a kind of industrial minimalism combined with Aztech-inspired works on the walls. There are some differences in the layout of the locations due to the space that’s being rented, but there isn’t a big individual character to any of the locations. Think of the differences between different Starbucks locations, although with Starbucks the size of the place can range from say 500 square feet, or even less in some locations to larger places that could span over 1000 square feet. Rather the main difference from Chipotle to Chipotle seems to actually be the customers who patronize a given store. For example, the store on Wisconsin Avenue near American University in DC is full of students (or at least people who look like students). Other branches have families with small children, older people, really the whole gamut.
I don’t make it a habit to eat out a lot, but it is really nice to be able to get a relatively inexpensive meal that you feel fairly good about health-wise. When we’re out of food in the house and don’t have time to make anything for lunch, this is generally the THE place I’ll go, unless of course it is completely out of the way from where I am or where I’m headed.
Whether one uses the more bohemian term “design” or the more bourgious term “marketing” you definitely do get a sense of a well-thought-out scheme by which Chipotle presents itself, and its products. Their website carries this a bit further by offering a very lively and fun Flash interface. I wouldn’t say this exactly matches the experience one has at the restaurants, but it is a very nice website nonetheless.
Hmmm, can you tell I like this place?