Chipotle, The King of All Eating Experiences

Chipotle Is King

I love to eat. The two most important components are the atmosphere/food culture and the food itself.  I was originally going to choose another experience, but settled on the Chipotle eating experience based on the sheer number of burritos I buy.  I remember the first time I had Chipotle. The burrito was fantastic; it delivered everything a seventeen-year-old growing boy could possibly desire. It was a heavy calorie bomb with plenty of carbohydrates and lots of protein. It was also very salty and the sodium took the flavor to a new level. I considered myself a connoisseur of meat at the time as well and they clearly treated their meat with lots of respect. It wowed me on so many different levels with the different combination of flavors, and for the price, it was an extraordinary amount of food. The staff was very helpful recommending items and exuding a positive attitude, all smiling consistently and looking energized. The decoration was very hip and modern as well, really empowering me as a youth and made me want to be at Chipotle, enjoying my burrito and the eclectic art hung on the walls. The last part of the experience that really hit me was the heavy burrito just sitting in my stomach. It was reminiscent of thanksgiving, the glutted and satiated stupor everyone sits around in after a huge meal. When I left, I was very impressed on all levels. The speed with which my food was delivered to me, the depth of flavor in the burrito, and the generous quantity of food at a relatively low price of five dollars was revolutionary.

§Sensory (Sense) – Chipotle does an amazing job of both violating and trespassing on your senses. Their food is very salty. It is extremely salty. The sodium has a twofold threat, it is something that our body naturally needs and desires, and it also makes you thirsty, and especially for someone like me with oral fixation, it encourages me to drink lots of water when I am at the restaurant, offering me yet another pleasurable experience. Skipping all the obvious sense stimulation through taste, they also offer an olfactory sensation. They have an open kitchen which invites you in with the enticing smell of grilling meat most people can attribute to picnics, parks, and past vacation times. Chipotle doesn’t just stop there, they also offer an evolutionary fusion of modern and ancient decoration. They force a clash between a contemporary and rural feel, to bring a sense of connection to an ancient mystical legendary culture (Aztecs and Mayans) and back to the modern world (use of bright metal and synthetic wood). Chipotle also somehow claimed foil as an item synonymous with their company, and the bright shiny exuberance of foil can characterize their culture of being new, bright, and clean.

§Emotional (Feel)/ Intellectual/Cognitive (Think) – Chipotle pushes for “Food with Integrity” in an age that cherishes organically farmed food, and boast a higher quality of meat among other things. Consumers feel less guilty about eating meat in the current counter culture and Chipotle doesn’t disappoint with their vegetarian option either.  It’s a shining star amidst companies that comp for someone’s lifestyle demands by taking the meat patty out of a burger and calling the remainder a salad.

Chipotle workers seem happy as well, and it may be a Disney similar culture which forces their employees to smile because of company motto, but they still are perceived by the clients as polite and happy and it adds that much more value to the experience. Also, there is and odd sensation of receiving generosity when you purchase your food from the sheer size and weight of the burrito.

§Behavior/Relational (Relate) – I have a high trust in the Chipotle eating experience. When I go, I know I’m about to get a really great sleeping pill that promises high quality meat bought from suppliers that treat their animals civilly, and fresh vegetables of high quality not found in other places. The open kitchen shows me how the food is prepared fresh and I know the workers aren’t abusing it and are treating it with love and care. Chipotle also offers a smoother flow for my life. It fulfills my desire for the dining in experience, but removes the price additions of tipping waiting staff and also offers the instant gratification usually only offered by the fast food industry.  It even actually dictates what restaurants I choose. I have a Chipotle rule of thumb. If it doesn’t offer me more food of the same quality or less of a higher quality, than I am unwilling to purchase it because it doesn’t match up with the superior experience that Chipotle delivers.