Chipotle

In the Wall Street Journal on Novermber 23, 2007, there was an article about Chipotle by Janet Adamy. According to the article, Chipotle is the only fast food restraurant with growing sales. It also has the most expensive ingredients and does not franchise. The founder of Chipotle, Steve Ells, hopes the success will encourage other fast food restaurants to use "food with integrety." This means raising animals humanly and naturally and making all products environmentally friendly. I think this is a good idea overall because of the growing health and environmental problems in America. Having healthier, more natural products is a good idea for both empidemics. However, Chipotle burritos are around 1,000 calories each. That is half of the recommended calories for the day in one meal. I know that putting rice, beans, and meat in huge portions in a tortilla and then pouring sour cream and guacamole over it should not be expected to be healthy. I also think the words like "natural" posted all over the store mislead people. I know people who chose Chipotle over things like McDonalds because they believe it is healthier. I think the idea of making products more wholesome is a good idea and I also agree that Chipotle has the right to proudly display that in the store. However, I also believe the customers need to be more aware that natural does not always equal healthy. The article also discussed problems Chipotle has, like people leaving because of long lines and the expense of the food. I think these will obviously hurt the restaurant in some ways, but Chipotle has created so many loyalists that it should not have too many issues keeping customers.