Building A Better (And Greener!) Burrito

Posted on July 30, 2009 by Courtney

Please welcome back today’s poster, Stefanie.

burritoPhoto credit: www.insidesocal.com

You wouldn’t know this unless you happen to have access to the Google calendar that houses the Allie’s Answers guest posting schedule, but today is the day you’re supposed to be reading about environmentally friendly cleaning products. Alas, I am a mere two posts into this guest posting gig and already I am veering from my assigned beat. Why? Because I have burritos on the brain. Specifically, big-as-my-head Chipotle burritos.

Admit it: you love them too. Yes, yes, on principle I’m supposed to eschew any chain establishment with nearly 900 locations or lose my progressive cred. But that guacamole is perhaps the best anywhere! And that cilantro-lime rice! And the roasted chili-corn salsa! What? I’m just supposed to make those things myself? (Ha.)

Lucky for me (and you), Chipotle is one fast food chain that we can visit with principles intact. I didn’t really know this until recently. Yes, I knew that when you walk into Chipotle, you get seemingly fresh, made-from-scratch food. But I’ll admit I didn’t know where that food came from. And that “Food with integrity” tagline they’ve been using always seemed a little disingenuous to me, given that Chipotle was owned by the fast food giant largely responsible for the loss of the food industry’s integrity in the first place. (Have you seen Food Inc. yet? You should. Chipotle thinks you should, too, which is why they’ve sponsored free screenings of it all over the country this summer.)

Note, though, that I said WAS owned. True, McDonald’s was Chipotle’s major shareholder for a good many years, and without that financial support, the burrito chain likely wouldn’t have been able to get where it is today. But McDonald’s has held no ownership share since 2006, and amazingly (to me), even before then, Chipotle operated with CEO Steve Ells’s vision intact.

What is that vision? I learned quite a bit about it when Local Store Marketing Guy (yes, that is his official business card title) Michael Fuller showed me around the Minnetonka, MN Chipotle recently. My food blogging friend and I were invited to that location in particular because it is one of Chipotle’s two LEED-certified stores in the nation (the other is in Gurnee, IL). That certification may set the Ridgedale Mall’s Chipotle apart from other locations, but everything else I saw there is in line with what we would have seen at any other Chipotle restaurant anywhere.

We started our visit with a tour of the kitchen. Do you know what was notably absent from that kitchen? A freezer. Not a single Chipotle has one. No microwaves, either. They don’t use them. We stepped into the walk-in cooler, though, and guess what I saw. Whole, actual jalapenos. Onions, too. The only produce chopped up off site and shipped in plastic bags is tomatoes. (Apparently the efficiencies in pre-chopping tomatoes are significant.) Maybe it’s bizarre to be wooed by whole, intact produce, but I’ve seen Supersize Me. I know that just because a restaurant serves French fries doesn’t mean there’s an actual potato in the store. Chipotle doesn’t want to be that restaurant.

And not only is Chipotle using whole, actual produce, but it is buying it locally as much as it can. This summer, they’re sourcing 35 percent of at least one bulk seasonal produce item from local farmers (a 10 percent increase over last year). Currently, 30 percent of Chipotle’s beans are organic, and they’ll increase that percentage as soon as supply can meet the demand.

As for the meat, it’s all naturally raised and hormone- and antibiotic-free. Or rather, all of the pork and chicken is. Currently over 50% of Chipotle’s beef is as well, and they’re working towards 100% as quickly as they can. Ells believes that the highest quality meat comes from farmers who treat their animals, their land, and their communities with respect, and that’s something socially conscious omnivores can appreciate.

In addition, the dairy products Chipotle uses are rBGH free. Did you know that Daisy sour cream is the best-tasting sour cream on the market? Chipotle thinks so, at least, and according to Fuller, they told Daisy so, but said they could keep buying from the company only if they removed the growth hormone from their supply. Apparently I am something of a documentary junkie, because when I heard that, I thought immediately of the Wal-Mart documentary I saw a while ago, and I realized I am well aware that companies use their size and buying power to influence how their suppliers do business, but it isn’t every company that uses that power for good instead of merely profit.

I could go on, but I am well aware I’ve begun to sound like Chipotle is paying me for this endorsement. In truth, I did get a free meal out of that visit, but I would happily share with you the benefits of Chipotle’s business model whether that burrito had come out of my pocket or The Man’s. I’ve always felt a degree of calorie-related guilt whenever I’ve polished off one of Chipotle’s crammed-to-capacity burritos, and that guilt has not changed. Knowing that “Food with Integrity” actually means something, however, makes those calories feel significantly more worthwhile.

10 Comments +

  1. Daisy is totally the best tasting sour cream out there. I don’t know why, but it is. That’s awesome that they are not only doing things well, but using their clout to get suppliers to improve too.

    We’re getting our first Chipotle here soon. I cannot wait.

    July 30th, 2009 at 12:47 pm
    Comment by Allie
  2. I chose Chipotle yesterday (before reading your blog) for lunch because I don’t get their food in anything to be tossed into the landfill. Their ‘paper’ bowls are compostable, and their foil is recyclable. Thanks for letting me know that my choice was even better because they’re going organic! Excellent!!!

    July 31st, 2009 at 11:44 am
    Comment by Kim
  3. I had no idea McDonald’s sold their owner share, and back in 2006? Wow. Also no freezers? Super awesome. Have loved Chipotle for years and chose it for lunch today!

    July 31st, 2009 at 3:06 pm
    Comment by badger reader
  4. I love their guacamole too! In fact, if I’m given the choice between a Qdoba and a Chipotle, I will pick Chipotle specifically because of their guac. Now I guess I have another reason! I’m glad they have such a great business model.

    Yeah, this place is calorie central, but I skip the rice, cheese, and sour cream in my burrito and feel a bit better about it. I might be mistaken, but I think you can go on their website and build your own virtual burrito and they’ll tell you how many calories it has.

    July 31st, 2009 at 4:27 pm
    Comment by Jessica
  5. That’s about the only place Mr chiots and I go when we want to eat out. The food just tates better.

    Mr Chiots and I always split a burrito, so we don’t have to worry about the calories in one (he eats 2/3 I get 1/3).

    August 2nd, 2009 at 10:36 pm
    Comment by Chiot's Run
  6. I should also mention that our local Chipotle has on their menu which local farms the chicken, beef & pork come from.

    August 2nd, 2009 at 10:37 pm
    Comment by Chiot's Run
  7. I still have not ever been to a Chipotle, despite living in NYC now. That burrito looks amaaaaazing. If we are ever in the same physical space I think we should go hang out at Chipotle.

    I had no idea that Chipotle was so green!

    August 3rd, 2009 at 10:04 pm
    Comment by Poppy
  8. Great post. Whenever my husband doesn’t have a lunch to bring in he goes to Chipotle. I always give him a hard time because of the insane fat and calorie count…but perhaps I’ll pipe down a little.

    August 4th, 2009 at 8:00 am
    Comment by organicneedle
  9. Courtney, I want that burrito. Now. And I am very happy to read all this great stuff about Chipotle.

    August 5th, 2009 at 11:46 am
    Comment by em
  10. Chipotle is included in “Fastest Growing Companies of 2009”. CNBC and Fortune present a one-hour primetime special profiling the fastest growing companies around the globe. See which sectors of the economy are still booming and go inside the hot companies that are taking full advantage of their position by posting sizzling growth in a slow-growth world.
    “Fastest Growing Companies of 2009” airs Wednesday August 19th at 9pm ET.

    For a peek at the 100 fastest growing companies, visit http://fastgrowingcompanies.cnbc.com

    August 19th, 2009 at 2:42 pm
    Comment by CNBC

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