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Just when I thought there wasn't enough room for yet another Mexican fast food place, Chipotle opened up in my neighborhood right alongside Taco Bell (which is nasty, but the original), Del Taco, El Pollo Loco, Baja Fresh, La Salsa, Rubio's, and Wahoo's.
But Chipotle didn't just blend in with the lot of them. They had a twist. Chipotle went beyond Baja Fresh's menu of no microwave ovens nor can openers, and served a very simple menu, with ingredients in front of you, sort of like a hybrid of In n Out's minimalistic menu and Subway sandwich artistry before your eyes. I went a Chipotle kick for about six months, but got bored a little with a rather narrow menu.
Now, the business, which launched in 1993, has just gone public, and the founder, Steve Ells, has found himself worth $44 million (share prices doubled on IPO day). Ells originally thought the fast-food burrito place would be the "cash cow" to fund his dream of opening a high-end restaurant after studying at the CIA and cooking at Stars in San Francisco. Ha. He could probably buy a restaurant or a half-dozen now.
Who knew a little dried pepper could be worth $44 million?
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1-29-2006 @1:26PM George said... I was lured in by Chipotle's fresh-mex spin. Then I read their nutrition information, and I haven't been back since. The reason: it's very easy to eat Big-Mac levels of calories and fat there, and even their veggie options don't offer much respite.
You can find the nutrition information for Chipotle on the FAQ section of their web site: http://www.chipotle.com/
The CSPI has an analysis of Fresh Mex foods here, which includes some Chipotle menu choices and their calorie/fat content: http://www.cspinet.org/new/200309301.html
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1-29-2006 @1:31PM sarah said... george, and you'd never go back now that you know that MC DONALD'S is a 90% investor in chipotle!
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1-30-2006 @1:16AM David T said... Chipotle makes thunderstorms in my stomach. :-X
Also, the Cilantro rice makes me gag.
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1-30-2006 @10:21AM Tony said... One of the reason I like Chipotle is their willingness to use organic, free-range meat. Not all of their meat is but they had been using Niman ranch pork for their carnitas and I believe now their chicken is free-range. For a fast food restaurant, it's a step in the right direction.
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