I did not realize there is so much mania surrounding Chipotle!
During TG 2006, I was down in Virginia and had lunch out there and was blown away by the store concept, quantity, cleanliness and speed of service. At the end of the day, they’re yet another mexican joint, but with a difference. They’re so unlike a Taco Bell or any other chain you can think up.
Meet Greg of Chipotle Log. Here is a rabid fan of the restaurant and he writes extensively on his blog about this joint. How much does he love these guys? And oh, he is not endorsed by the restaurant nor do they own his idea. I read about them on John’s blog and he linked to an article that appeared in BusinessWeek about Chipotle on 3/12/2007. Apparently, people who love their food actively promote them and the restaurant supports this form of viral marketing. They stay away from ads since we’re all already inundated by them. My experience with them in VA left an impression.
I just found out that there is one near Boston, so you know what I did the following weekend, right? (picture taken from here)
I think ‘bucks had this going for them back in the day. They had a good clean store, great coffee and quick service. Chipotle has stuck to it (with a line of Margaritas, baby!) and in Subway style, they dish up the perfect burrito that you want made by them. NEAT CONCEPT! Now if only they added a burrito maker, margarita glasses and mix, do you think they’d still be popular??
Check out www.chipotle.com (brilliantly funky website! I’m so hungry now!)
– Harsha Raghavan