Jennifer Fassler
English 121
Profile Essay
It’s the oversized burritos. It’s their rice and spicy salsa, feeding a silent fire growing inside of me. I’ve found myself craving the smoky taste of their shredded Monterrey Jack cheese, the hot zing of salsa mixing with the cool, smooth sour cream; the corn flavor in their crispy, crunchy taco shells. It’s the warmth of the tortilla and familiar glare of the tin foil as they wrap your meal like a baby; well bundled with corners perfectly tucked and folded. It’s the sizzle of the steak as it hits the hot grill and the aroma of bell peppers and onions being sautéed and tossed up into the air, almost like pancakes but not quite the same. It’s the smooth lines of the brushed metal meeting with the blonde wood counter tops. It’s the tiny lights dangling above you, almost threatening, as if they may fall. It’s Chipotle. But is there more to these little Tex- Mex restaurants than just their enormous burritos? Is there something lurking under the surface, waiting to be revealed but is too humbled to admit? What exactly is under that tin foil wrapper?
Peeling back the first layer, you’ll find that Chipotle only uses organic food and dairy products as well as naturally raised meat and poultry which they buy from family owned farms. They don’t like hormones, they don’t like pesticides- they don’t like any of that fake stuff. “Food with Integrity isn’t a marketing slogan. It’s not a product line of natural and organic foods. And it’s not a corporate initiative that will ever be finished or set aside to make room for other priorities. It’s a philosophy that we can always do better in terms of the food we buy. And when we say better, we mean better in every sense of the word- better tasting, coming from better sources, better for the environment, better for the animals, and better for the farmers who raise the animals and grow produce.” In addition to that, Steve Ells, the founder of Chipotle, believes that “by creating a market for meats raised in a healthier environment, we make it worthwhile for these farmers to raise even more. That's how Food with Integrity works for everyone.” Food with Integrity may as well be his motto. This slogan is littered all over their website but you won’t see a word of it in the actual restaurants. No, the food speaks for itself. Although you may not notice it immediately, your body does. And I’m pretty sure it thanks you every time you choose good old Chipotle over gross, greasy McDonald’s.
There has been some speculation regarding Chipotle’s stance on fresh food since, unfortunately, it was owned by McDonald’s. The first Chipotle was started in 1993 here in Denver. Chipotle didn’t always use the best avocados and chicken. Nor did they ever claim to do so. All they can say now is “hey, we’ve got the good stuff today.” In a press release from McDonald’s in 2006, they state, “McDonald’s has decided to dispose of its remaining interest in Chipotle” and “McDonald’s also believes that a separation from Chipotle will afford Chipotle increased flexibility and decision-making power to pursue its own strategic objectives.” No more Micky Ds. “I heard that quite a while ago people were boycotting us because we were owned by [McDonald’s] which is ridiculous because it’s not like we were deep fat frying our tortillas or freeze drying our steak. However, from my perspective now, I suppose I can understand. I think they might have felt betrayed.” Ron, the manager of a Chipotle nestled downtown laughs as he replies to my question about them gaining their independence from the fast food giant. He is of small stature but stands with confidence. He speaks with ease as he leans against the counter. I’ve come in at the perfect time, he says, “right between lunch and afternoon snacks”. “I know plenty of people like you, I see them almost everyday, and after that kind of repetition, it’s hard to forget a face.” He chuckles some more and then greets a customer who has just entered, clearly relieved by the air conditioning her face was met with. Her blonde hairs fly frantically around her face. He continues, “Anyway, it’s people with that kind of devotion- your kind of devotion- that has helped us grow so much. Everyone at Chipotle knows who’s signing their checks. You hold the pen my friend. Now take your tacos and get out of here!”
After I sit down, I focus on the distinctive interior design. No two restaurants are the same yet they all include the same fundamental materials. Light wood counter and table tops along with the seats to chairs and benches, merge with the cool glare of brushed metal. The lines are straight but angular and when your eyes follow the longitudinal lines of the tall windows- framed in that same blonde wood- up to the ceiling which is left nearly exposed-dark metal rafters holding small simple light fixtures- your eyes meet those of nearby customers. They’re carrying on conversations and as they talk with mouthfuls of fajita burritos or crunchy tacos, they wipe the corners of their mouths with a napkin, removing the excess sour cream. Jeremy is twenty- three, living with a couple of his best friends not too far from downtown Denver. All three of the roommates went to high school together but didn’t associate with each other all that much. What brought them together was the mutual love of sporting mustaches just for laughs, going to yoga, and Chipotle. “I think we all love Chipotle for different reasons though,” he licks the guacamole from the corners of his mouth and continues, “Ben loves Chipotle because of its good deeds. Chipotle is a philanthropist. Can you even call a restaurant that?” Why yes, yes I think you can. Chipotle has three criteria for donating money: encourage community participation and attract additional support, meet an identified need in the community, and creatively promote positive change. They also participate in school and other fundraisers which can be held directly at one of their locations. When I tell Jeremy that Ben is onto something, he shakes his head and takes another bite of a tortilla chip piled high with the green paste, chunks of onion poking out like diamonds. “We all appreciate the stuff they do for charities and what not. Canned food drives and free burritos to little kids; I guess we just love their big ass heart.” I laugh as I sip my water, trying to focus on Jeremy and not the guacamole. Jeremy loves Chipotle because “their food is so freaking good” and the people at Chipotle seem to “make Chipotle Chipotle”.
When you order in any of the restaurants you don’t seem to be met with a lot of bad attitude when you ask for something extra or a substitution. However, at Qdoba you’re charged for adding rice to your tacos; which I do on a regular basis; as well as adding any extra cheese or sour cream. Chipotle won’t charge you for rice, but as to be expected, they’ll sometimes charge for extra guacamole although I’ve never been charged when I’ve asked for extra cheese, sour cream, or salsa (but I won’t insist that’s the case at all locations as I’m sure it varies everywhere). At Chipotle you can get a “student drink”- which is free. You’re always guaranteed a smile and a nod from everyone on the front lines, and even the cooks in the back. Certain locations get bombarded at lunch but you wont ever receive a meal that’s less than perfect and that includes the customer service. I often wonder why it doesn’t seem like Chipotle has that high of a turn over rate. I’ve lived in a lot of neighborhoods and I’ve come to know quite a few locations pretty well. Only a few come and go, but most seem to stick around. Isabel has the hint of a Spanish accent, her words roll off her tongue and feel like they dance into my ears. Her voice is soft and her smile sweet. “They’re very flexible with me. I have four children in grade school- they get sick, they get sent home for fighting- you can’t always control what happens at home. My family and I have benefits too. Medical and vision and also dental. It’s just a good place to work. They respect you no matter where you are. You could do what I do or you could work in a the corporate office, it just doesn’t matter.”
As I leave the restaurant, I’m followed by goodbyes and thank yous. I always love coming here, it’s like having your friends make you really good food. And charging you for it. But remove the food and even the nice décor and what do you have? Something with substance? A chain of restaurants with a “big ass heart”? Or just a conscientious corporation aware of what’s right and good, what they should serve to their customers and how they should treat them? Has their attitude towards their employees affected their customer service? Are their contributions to the community and environment playing a roll in the decisions of their customers and do they actually value these customers? The answer is yes to all of the above. I think Steve Ells puts it the best: “Have we achieved our mission? No. Will we ever accomplish it? Never, because Food with Integrity is a constant process of searching and improving. But the changes will be noticeable, positive and significant. And you're part of making it happen, every time you come in.”
