Is the Chipotle Burrito the iPhone of Fast Food?

Say What!? 12

chipotleLet me just start by saying I like Chipotle. I really, really like them. When it comes to premium Mexican-American fast food, I think they're the tops. And they're really trying to be the "good guys" of the fast food world. I love that. But is a Chipotle burrito like an iPhone? Come on, now. That's just crazy talk.

But somebody went there.

Last week in Slate, Matthew Yglesias compared Chipotle to Apple. Apple as in the company, not the food. He said, "In many ways, the Chipotle burrito is very similar to the iPhone." Look, I know iPhones. I use one every day. But the Chipotle burrito is no iPhone.

A lot of Matthew's post about Chipotle is about their business model, so that's one thing. But then he gets all excited about how they cook their meat using sous-vide technology. Whatever, it's just carefully-calibrated cooking meat in a vacuum pack. And it's neat and all. But it doesn't give you that fatty, melting, smoky porkgasm that real roasted or barbecued carnitas give you. Mmmmmmm, carnitas .....

Sorry. Where was I? Oh yes. I won't go as far as to say "Chipotle burritos are terrible." Like I said, I think they're tasty. Take it from a real, live Mexican-American, Chipotle makes pretty good Mexican-American food. Just not OMG IS THIS BURRITO FOR REAL?!? good.

If Steve Jobs had micro-managed that burrito like he micro-managed the iPhone, it would be spectacular. He would have figured out how to get that real barbecued carnitas flavor into his pork -- using sous-vide or otherwise. The Chipotle burrito is not ALL that a burrito can be. It does not revolutionize the burrito. It does not make burrito eating easier than you'd ever imagined, in ways you don't even notice at first. However, at least here in Midtown Manhattan, if you want a Chipotle burrito for lunch, you have to stand in a line that's almost as long as the lines you see every time a new iPhone launches. So I guess there's that.

And now I'm hungry. In conclusion: The Chipotle burrito is not an iPhone. But I still want to eat a Chipotle burrito.

Do you think Chipotle's burrito is as good as the iPhone?

 

Image via Adriana Velez

chain restaurants, eating out, food, lunch, mexican, restaurants

12 Comments

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LKRachel LKRachel

one big difference is that Chipotle supports local farms and tries to locally source their produce, as well as organic/cage free meats and dairy.  


aaaaaand the iPhone is made in dangerous factories in China where people have health problems from standing all day or can lose a limb in an explosion.


so yeah exactly the same.

babyb... babybirch

Yeah, Chipotle is awesome . Everything about it is great . The fact they buy local cage-free produce, the variety in which you can create your meal, and it tastes delicious ... other restaurants should take note .

Rhond... RhondaVeggie

My iPhone doesn't try to make me sick like chipotle tries to. I tried to eat there once but when I said I wanted a veggie burrito with no guacamole the guy got all weird and was trying to push the guacamole on me because it's included in the price. Doesn't really matter considering I'm allergic to avocado. It was just a really strange encounter. He was being so weird about it all that I just said to forget it and left. I've encountered a few odd ducks in restaurants like the owner of our local pizza place who used to laugh hysterically whenever I ordered a cheeseless pizza but there was something oddly creepy about the chipotle dude and I just didn't want him making my lunch.

jaxmadre jaxmadre

Mmmmm Chipotle. I want some carnitas right now. We just got a restaurant in our city a couple of months ago. So happy. So good.

Loref... Lorefield

I cannot stand Chipotle. I am fairly certain that an Iphone would taste worse, though.

nonmember avatar Graciesmom

OMG rhondaveggie - there was a creepy guy working at a fast food joint!!! How horrific. Lol - the stuff u take the time to write cracks me up. Where the heck do u live that this shocked you so much you had to flee the place and label the whole establishment as out to get u sick? Seriously honey, get out more

Maias... MaiasMommy619

This was just a rambling...o.O

Melis... Melissa042807

I luuuuurve Chipotle. But Whole Foods burritos are yummier. And they don't charge highway robbery for guacamole - it's included no matter what kind of burrito you get. But you gotta go to the right Whole Foods - there's one in our city that makes monster burritos, so we always go there. Husband and I can split one and it's almost too much food. 

Disney17 Disney17

I've never had Chipotle but I have heard good, as well as bad things about it. Some people I know LOVE it, but some people I know says it's just overpriced food with average flavor. I don't have the kind of money to buy "high end" fast food, so until I do, I won't be able to try Chipotle. Oh well, I love Taco Bell anyway :)

Disney17 Disney17

Oh, and RhondaVeggie, who orders a cheeseless pizza? Isn't that the same think as garlic bread with marinara sauce? I would've laughed too.

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