Chipotle coming to Jacksonville

02/25/07 • Posted in: Activism by Joey Marchy

credit: asbalyan
photo courtesy of asbalyan

The Times-Union reported Chipotle is looking to spice up Jacksonville. Although no official locations have been announced, it’s a pretty safe bet there will be one near you soon. What!? Why do we need another burrito joint? Because Chipotle is friggin awesome. No, it won’t replace your Burrito Gallery, but definitely look for it to replace your Moe’s and Tijuana Flats.

Check out this quote from the San Marco Moe’s manager who admits competition will be fierce once Chipotle enters the market:

“It’s a huge McDonald’s [type of company],” he said, adding that Moe’s customers are accustomed to lots of interaction between customers and employees (every quesadilla-craving customer is usually greeted by a chorus of “Welcome to Moe’s”).

You know what? That customer interaction is kind of annoying. Plus the speed of service at Chipotle compared to Moe’s is like comparing lightning to molasses. If a Chipotle opens near a Moe’s, Moe’s WILL NOT be able to compete. Why? Chipotle’s cool and modern design. Fast service. Awesome food. Good dining experience. Food with Integrity (read the Manifesto). Moe’s is a joke.

So here is the hierarchy of burrito places:

Burrito Gallery
Chipotle
Qudoba
Tijuana Flats
Moe’s

credit:
Even Al Franken likes Chipotle. credit

Why do I have such a strong opinion about Chipotle and why do I hate Moe’s so much? I was first introduced to Chipotle when I lived in Minneapolis. Since returning to Jacksonville I have always disliked the quality of the burrito places here (sans Burrito Gallery). Now I only have to wait one more year for my beloved Chipotle. P.S. Moe’s sucks. P.P.S. A chipotle is a roasted jalepeno.

Chipotle’s arrival marks another point in Jacksonville’s continued journey to becoming a major retail market. Other indicators such as the arrival of major retail outlets like Urban Outfitters and Whole Foods. Our size, affluence and job growth all point to a coming influx of major retailers. Before you know it you’ll be stopping at Crate and Barrel on your way home from Ikea.

credit:celikins
credit

tags: jacksonville, chipotle, moes sucks

This entry was posted on Sunday, February 25th, 2007 at 11:51 am and is filed under Activism. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.

SustainableJax

Rick K, thanks for the suggestion...I love Ceviche! I will definitely check those places out.

Me hate freedom? Heck yeah! I mean, no! No! I love freedom! Oh, I'm so confused! LOL.

I DO have some major issues with a lot of the policies and procedures in Corporate America, though. I can't help it! I'm from the non-Microsoft side of Seattle. Plus, I was raised on a little bitty farm, where we grew our own veggies! And finally, I recently read, for the first time, Fast Food Nation by Eric Schlosser.

Gulp.

don

I saw a couple replies that said something about Chipotle and Moes being the same thing and I about jumped out of my skin. Clearly those who would say that have never eaten at Chipotle or they were born without taste buds. Not too mention the tacky lame concept of Moes in no where near the cool, modern, every location different then the other concept that is Chipotle. Not to mention the efficient and polite staff at every Chipotle I have ever been in. I have been counting the days until Chipotle arrived here in Jax after eating it for years in Colorado and Kansas City and anyone who thinks that Moes is in the same ballpark as Chipotle, just go right on eating there. Although that may be difficult as I would honestly be surprised if they survive once Chipotle gets established in the area. A day which will bring a big smile to my face, as that place has one sorry excuse for a burrito!

rick k

SustainableJax,

Why do you hate freedom?

HAH!

anyway SJax...you may have been already ..but if not I reccomend you check out Pepe's Hacianda an Chebiche.
both just south of University on St. Augustine.

Chebiche is first on the right about 1/4 mile from Univ. just across from Owens gas station.
Peruvian, Peurto Rican and Cuban fare.
just had the awesome mixed seviche Sat. wil be back soon to sample new things.

Pepe's is futher down on the right in the Dupont shopping plaza..
good mex standards and a cool grocery.

SustainableJax

When people cite consistency, price, and customer service as their highest priorities, when choosing where to eat, I could just scream. I don't have a problem with these criteria in of themselves--only when they are rated above quality, authenticity, and sustainability. So many Americans want their service provider to like them above all else, because they've been reared by some ridiculous self-esteem agenda. So we equate good customer service with a big fake smile, by-the-book greetings and farewells, and praise for our choice of purchase. Personally, I would much rather go to some local-owned or ethnic joint, whose modus operandi is not to make you feel warm and fuzzy about your frickin food choices, but to simply serve you food that they are proud of, because it reflects their heritage, and it is a business that they have built from the ground up, or have had a very real hand in making. The ethnic places especially don't tend to count the minutes until you leave because they want to turn your table to maximize profits, their concept of mealtime is totally different from ours: It's about spending time with people, friends, neighbors, staying connected with locals. Don't even get me started on uniforms, how degrading some versions of them can be.

SustainableJax

Why would anyone in their right mind want to go to a mexican food chain when there are plenty of authentic mexican food joints all over this city? Wendell's post above is spot on, about Starbucks too. I will never, ever, understand America's fascination with branding. Boring, boring, boring.

Where is that pioneer spirit that made America famous, oh so long ago? Why not try something new, something unique and local to Jacksonville, so that someday when you don't live here anymore, you will have fond memories of good food that you could only get here?

tom borland

In n Out - the finest customer service at a fast food establishment bar none
also, Jax would be improved with the presence of Fatburger, and why are there no shakes at 5 guys?

JH

I think the bottom line is choices. People are stoked about Chipotle's, Qdoba's, Burrito Gallery, independent taquerias b/c they want choices. Choices that Jax lacks. I'll admit I crave a chain exp every now and then, but it's usually only the ones I can't get here -- that's the reason I crave them.

On that note, here are two of my favorites:

Jamba Juice -- coming to Jax, but foolishly guided to a busy, but difficult-to-get-into plaza on the corner of Baymeadows and Philips Hwy (probably by some suburban-dwelling commericial real estate broker/management outfit). What good is traffic if it can't get into your lot? Or do they think they are a desert location for after Al's pizza?

In 'N' Out -- Five Guys burgers don't touch them, and they'll never come here...

adam beaugh

watch out though, greg. BR is equally addicting. i have a tofu burrito at least 4 times a week.

Joey Marchy

Greg,
Here is a link to the Burrito Gallery site www.burritogallery.com

Its at 21 East Adams Street in Downtown Jacksonville

Greg

I am sure Chipotle puts crack in their food. I used to go EVERY DAY at about 4 P.M. and order up a rice steak pinto corn and cheese until I found out they were 1500 calories. Everytime I visit Ohio it is the FIRST place I go. Every Chipotle I see and have been to has been "busy". Not like Moe's (I haven't tried BG yet... where is it?), they never are losing money. Be afraid Jax, be very afraid. It's as addictive as crack.

Onida

With Regards to Brian's comment. I have craved a Chipotle since arriving in JAX this last September. I Lived a mile from it in Scottsdale ofen walking a mile to enjoy lunch at Chipotle 2x a week with an occasional season with AJ's and flos. I thought I was the only Scottsdale implant. I am glad that someone out there is missing the desert as much as I.

Amy Rosario

Chipotle is GREAT! I can't wait for them to come here! I came from the Maryland area and that is one place I really miss going to. You get so much food for a little bit of money.

Brian

All I can say is that this is the best news about living in Jacksonville I've had since I've moved here. Having spent the last 10 years before this past one living in Scottsdale, AZ we used to go to Chipotle all of the time. It is literally my favorite food of all time. My mouth waters just thinking about it. It is like Mexican crack. I've been to all of the places here and don't really care for any of them. When I read that article I said to my wife, "Well, I finally have one thing that I don't hate about Jacksonville." They can't come soon enough. I'll still miss the desert every day but at least I'll be able to get a little taste of home.

Adam Beaugh

honestly, i don't care if the place is a large corporation or independently owned, as long as it is good and treats people right. assuming that a place grew large because they made a good product without treating its employees like shit, i have no problem giving them my money. sure, BR is better, but i think the employees think i have an OCD thing. i call in my pick-up order, and they know that "adam" has a tofu burrito with black beans and guac. i guess you need to change it up sometimes...

Wendell

Joey, I just discovered this blog, let me thank you for covering urbanization issues that the city's MSM don't want to touch.

You write:

"Our size, affluence and job growth all point to a coming influx of major retailers. Before you know it youâ€™ll be stopping at Crate and Barrel on your way home from Ikea."

I understand why Karen Brune Mathis judges the quality of urban life by the name-brand chains who want to place stores in the market. But I'm troubled that an advocate for the spice and flavor of urban living would use the same standard. Homogenized mass-market shopping is NOT the kind of variety that makes it worth putting up with the inconveniences of city living.

I just returned from Baltimore, a town many have cited as a model for Jacksonville's downtown core. While I was there, I scarfed lump crabcakes at the Lexington Market and had a fabulous vegetarian meal at an Afghani restaurant owned by Hamid Karzai's family. The whole time I was there I entered only two chain establishments: CVS (for lip balm), and Starbucks, for the internet access more than the coffee.

In Jacksonville I avoid Starbucks. The coffee roasted by Condaxis Coffee on Beaver St., (and sold by Where Ya Bean? and many other locally-owned shops), is much better than the stale over-roasted beans that Starbucks airlifts in. When it comes to dining, why would I seek out a chain burrito joint when few places in the country have middle eastern eateries comparable to our homegrown Hala Cafes?

I'm scratching my head here. If it's major-label retail I want, why would I be looking for it on an urban blog? I thought easy access to big stores with lots of parking was what Suburbia was invented for.

jason

I had my last meal at Chipotle at a tailgate before a Gator football game. I could go on, but you more than likely don't want to hear the rest of the story.....

fawnleibowitz

I need tofu even when there's that other stuff.

jd

There was a Chipotle practically on my doorstep when I lived in Gainesville and I ate there all of once...totally unimpressed. It just wasn't very good. Tijuana Flats may have obnoxious decor, but their food is fresh, tasty, and cheap. I'd take them over Chipotle any day.

Uturn

So Chipotle is Starbucks with tacos?

claytonbixby

Just ate a Chipotle in Orlando. Its ok, kind of a fast food feel to it. You can get a burrito bowl, which is basically the inside without the wrap.

It was huge, like BG. If you are into the burrito thing, then its pretty good as there are many choices. Make sure to get it double wrapped as it will fall apart fast.

My opinion is that its just another gimmicky fast food restaurant. Its got a modern feel and is fine for a quick meal, but its not all that.

naty

I loved Chipotle when I lived in chicago. They use good quality ingredients and are amazingly efficient as well. Sure, it doesn't have the charm of a locally owned place. However their rice is seasoned wonderfully and their corn salsa is hands down the best I've had. Having eaten at all the other places on the list, I can say that Chipotle is definitely my favorite.

chipotle-eater

Oh yeah, and who needs tofu when you have beans, veggies and guacamole?

chipotle-eater

Max Wood - I agree with most of what you have to say (especially about the McDonald's ownership!) but you went too far in the part about _all_ of their meats being "natural...". They are definitely headed in that direction, but the businessweek article you cite points out that only a percent of their meats are actually free range and/or natural. It's a long road to actually having all "free range, hormone free, grain fed, _natural_ meats" and chipotle is headed down it, but it will be a little longer. I guess the best we can do is eat more burritos to let them know we like their "food with integrity".

Travis Schmeisser

Doesn't look like they have tofu - at least from the menu on their site... bastards.

fawnleibowitz

Hells yeah B Gallery is of course the best, but only one person giving love to Sierra Grille?!? Sierra Grille is WAY better than Moe's Chipotle, etc.!

Bittof

Maybe it was the double-whammy of a Mexican chain affiliated with McDonald's and the glitzy plasticity of Las Vegas, but I dropped into a Chipotle there a couple weeks back and left aching for a Moe's or, even better, Sierra Grille.

Based on the name, this was the first non-restaurant/casino place I tried. Chipotle is an incredible flavor.

The thing about chain food is: be good (Sierra) or serve lots of it (Moe's). Chipotle was neither--a skimpy serving of bland, Americanized, Olive Gardenesque Latin food that fell apart on our plate like we were conducting an autopsy on it.

Travis

Has anyone tried one of those little taco stands off of Philips? I see them in the evening, usually set up in the parking lots of the small stores across from Wal-Mart, near the large trailer park. I really want to try it but I have to wait for a long weekend because I fear the gastrointestinal holocaust that may occur thanks to my infirm gringo constitution.

Judith

Actually, chipotle chiles are not roasted jalapenos. They are smoked chiles, and they aren't necessarily jalapenos.

roadking

I love that Blog Max.

http://www.burritoblog.com/

downtownparks

I agree. Give me 5 BGs over any national chain any day!

max wood

also, yeah. it REALLY blows that the positive signs we're looking for are condo developments and chain stores. isn't all of that a big part of the problem? you should write about that, joey!

max wood

chipotle was founded by steve ells in denver in 1993, with no relation to mcdonald's. mcdonald's didn't invest any money into the company until 1997, and then didn't have a controlling hand until 1999. by 2005, mcdonald's owned 92% of the company. last october though, chipotle was completely spun off from mcdonald's after about a year of gradual divestment, and now is independent and publicly traded.

during the period that chipotle was a subsidiary of mcdonald's, chipotle grew massively. they had 14 stores in 1998. by the end of 2005, they had 480. so mcdonald's had a lot to do with their presence as a chain, but they get no portion of any current profits earned by the company, nor do they have any say in how the company operates. they also didn't invent the concepts that guide it.

i really love chipotle as a company. besides the food being delicious, they're very careful with their ingredients (all of their meat is raised naturally on family farms without antibiotics or hormones), the stores are designed VERY intelligently to interact well with the environment, i've never had a bad experience with one of their employees, and they play really fantastic music.

burrito gallery is better, of course, but chipotle coming to jacksonville is something i'm very happy about.

SOURCES:
http://www.businessweek.com/innovate/content/fe...
http://en.wikipedia.org/wiki/Chipotle_Mexican_G...
http://www.burritoblog.com/multi_state_chains/c...
http://www.chipotle.com/

PCollins

Give me Taco Veloz or the Taco Truck that used to come by the construction sites in Atlanta. 6 steak tacos for $5...

THAT was awesome...

Sue

I don't know what planet you guys live on, but Chipolte's IS owned by McDonalds. McDonalds spun them off as their own company only in hopes of generating more stock - thus more money. Chipolte's started in Denver. They are a lot like Moe's - if you like cafeteria style food then you will enjoy Chipolte's.

Take a tray, follow the line, tell them what you want on your burrito and watch it being built. At the end of the line you get a basket lined with an aluminum foil burrito, which is not toasted and falls apart as soon as it see's a knife. And by the way I don't like aluminum in my burrito, which is what you get when you try and eat the thing because it the liner shreads when you cut the burrito. Chips come in a bag about half full, and they're cold. Other than that there isn't a whole lot of choices to eat at Chipolte's either. So if you go eat there - then you free up the line at Tijuana Flats, which is good for me because I like their Tacos and Enchiladas, as well as the hot chips and salsa!!

tom borland

Chipotle is ok - after spending years in LA I guess I am a bit of snob when it comes to Mexican food. What I'd really like to see in JAX or even better, in Springfield would be a Tijuana style taqueria. I think it's too bad that the signs of progress we all look for in legitimizing JAX as an up and coming American city end up being corporate businesses that make us look like just another suburb.

Travis

Sounds good. I've never had Moe's but if its ranked below Tijuana Flats, I do not want to try it as TF tends to have the blandest, most underseasoned food I've ever had and I can totally understand why they make the stall with the gimmicky hot sauces a center feature, hoping customers will cover their depressingly stale plates with over powering sauces with names like "Asshole Conflagration" and "Satan's Cooter".

max wood

chipotle is really, really good. mcdonald's bought a significant share in the company a while back, but sold it all off for some reason last year. maybe chipotle was too awesome for them?

in my experience, chipotles are always in younger urban neighborhoods, so my guess is that they'll try to open up somewhere near five points, by (or as a part of?) riverside 1661 perhaps.

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