I’ve never fully understood the cult of Chipotle. That might be because I’m a fancy food writer who eats foie gras for breakfast… or it could be because I’ve lived half my life in Southern California where every single corner taco stand serves an amazing carne asada burrito.
It’s not that I dislike Chipotle’s food, it’s just that eating there never comes to mind when I’m hungry.
That’s not a huge criticism (it’s downright soft compared to the heat that Yelpers throw at the company). Having been around the food industry for a long time, I can say with certainty: Scale is a tough thing to manage. Scale paired with sustainability — which is what Chipotle is attempting — is even tougher. My own favorite Mexican food spot (in the U.S.) might not hold up well with 1,500 locations and a bunch of frazzled teenagers slinging the guac.
Regardless of my personal tastes, I have to credit the fast casual restaurant for cracking the code of mainstream appeal — like the Cheesecake Factory at the turn of the century and P.F. Chang’s in the mid-2000s, Chipotle has managed to become a major chain that people giddily obsess over. There is a “cool factor” — a big part of which comes from the company’s focus on smart sourcing and ecology.