Chipotle and Fast Casual
Burritos that started a category. Chipotle opened near the University of Denver in 1993 and helped create fast casual dining. Its assembly line, sourcing and burrito bowls.
A burrito bowl: Missvain, CC BY 4.0
A chef's burrito shop
Steve Ells trained at the Culinary Institute of America and worked in San Francisco, where he loved the Mission District's taquerias. He opened the first Chipotle Mexican Grill near the University of Denver in July 1993, planning to use the profits to start a fine dining restaurant. The burrito shop took off instead.
The assembly line
Chipotle's format is a line where customers choose a burrito, bowl, tacos or salad, then rice, beans, meat, salsas and toppings, built as they watch. The menu stayed short, letting the chain focus on ingredients and speed.
The burrito bowl, everything without the tortilla, became one of its most popular items.
Fast casual takes off
Chipotle is often credited, along with Panera and others, with creating fast casual dining: faster and cheaper than a sit-down restaurant, but with higher-quality ingredients and nicer interiors than classic fast food. McDonald's invested in Chipotle from 1998 and helped it expand before selling its stake around the 2006 public offering.
Sourcing and setbacks
Chipotle built its brand on Food With Integrity, sourcing meat from animals raised without routine antibiotics where possible. In 2015 a series of food safety outbreaks hurt sales badly, and the company overhauled its food safety systems. It recovered strongly and is now known for its digital ordering and Chipotlane pick-up windows.
Menu guide
The menu is short: burritos, bowls, tacos, quesadillas, salads and chips with salsa or guacamole. Proteins include chicken, steak, barbacoa, carnitas and plant-based sofritas, and salsas range from mild tomato to hot red chile. Asking for half portions of two proteins, or extra salsa, is a common customisation. Guacamole costs extra on most entrees.
Did you know? Chipotle's restaurants are designed with simple materials such as plywood, steel and concrete, partly to keep build costs low in the early years. A burrito bowl is usually lighter than a burrito because it skips the large flour tortilla, which can add around 300 calories.
- A burrito bowl: Missvain, CC BY 4.0
Text written by Fast Food Run.
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