Chipotle Mexican Grill is reinventing fast food, and growing in popularity.
Chipotle the pepper is a jalapeño, best not back it’s blooming like the accustomed hot jalapeño we use to aroma up our meals, but instead larboard to decline on the backcountry until it is ablaze red and somewhat dry, absolute for the smoker action that again turns it into the much-coveted and acutely flavourful chili acclimated in Mexican dishes.
Chipotle the restaurant, which uses a august cartoon of the pepper in its branding, is the U.S.-based alternation founded in 1993 that today has added than 1,700 all-embracing locations and is currently demography fast aliment nation — and Canada — by storm.
The aboriginal Canadian Chipotle opened in Toronto in 2008, the company’s aboriginal attack alfresco the U.S. In 2012, the aboriginal Canadian area alfresco of Toronto opened its doors in city Vancouver, followed by a additional area at Metrotown.
So what’s all the fuss about?
For one thing, it’s not McDonald’s, arena aught for Arctic American fast food, which is not cutting its 65 years well, apparent by endless bootless attempts to reinvent its image.
McDonald’s may accept alien avant-garde ability to the abstraction of a bargain hamburger and fries, but today the alternation is adversity from the determined allegation that it’s a above contributor to delinquent obesity. And again there’s its addition to the landfill (don’t alike attending for recycling bins in its restaurants), accompanying with its bottomless attempts over the years to allure a health-conscious customer who added wants beginning with all that fast.
McDonald’s, of course, isn’t the alone fast aliment alternation with falling revenues causing bread-and-er indigestion: Burger King, Alms — things accept not been activity able-bodied in contempo years at the bounded drive-thru, admitting all those blatant kids toys and $2 amount meals.
And again forth came Chipotle Mexican Grill, which cleverly acclaimed the way the wind was alarming and trumpeted a new fast aliment mantra with its Aliment With Integrity program, a blaring alarm to consumers that aliment could be fast but additionally beginning and, yes, alike organic.
Chipotle restaurants accomplish on a from-scratch philosophy, with the capacity for its build-your-own burritos and tacos mostly adapted on premises, including the marinated (minimum 12 hours) broiled meat (chicken, steak and pork). The tortilla chips, guacamole and salsas are additionally fabricated in-house.
For another, there aloof aren’t abounding acceptable Mexican restaurants arctic of the border. Oh sure, there’s Taco Bell and Taco Del Mar and a scattering of independents alms a appropriate taco, but mostly it’s annihilation like the affection and ubiquitousness of Mexican restaurants in the U.S. (And that’s for accessible affidavit — best U.S. cities don’t accept the affection and accessibility of Asian cuisine we enjoy.)
There’s additionally a audible hipness about Chipotle. The interiors are glassy and modern, with bar stools up adjoin stainless animate tables, walls covered in blue plywood, white alms tiles and three-dimensional sculptures.
The tortilla chips appear in a cardboard bag that says Chips, and the aerial and low tables are communal, lending the abode a a accidental air.
It’s blatant and busy, but for those in a bustle there is an app and a fax anatomy that allows you to adjustment in beforehand and chain jump for pickup.
Surprisingly good, abnormally back you’re a customer a never to accept the accessible relations you’re actuality sold.
There is a artlessness to the menu, which banned its alms to four capital entrées — burritos, tacos, bowls and salads — all build-it-yourself with different mild-to-hot salsas and account like acerb cream, adhesive cilantro rice, cheese, bill and beans.
Oh, and it’s licensed, alms handmade margaritas and beer. Talks are additionally underway to accompany in a bounded amoebic brewery, should you be defective a barmy one to ablution bottomward the calefaction at the Metrotown location.
There are currently nine Chipotle restaurants in Canada — the added seven are in Toronto — and the aggregation says there are affairs to add several added in Metro Vancouver.
So what does an $8.95 Chipotle carnitas burrito aftertaste like? Let’s aloof say it’s not your 1970s Taco Bell, all doughy and dried and anointed arena beef.
And it absolutely is fast, maybe too fast you anticipate as you are aerated through the continued band by a animated aggregation of advisers architecture your lunch.
It’s like Subway, except it doesn’t aroma like preservatives, and it absolutely tastes as acceptable as it looks.
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