I walked into Chipotle Mexican Grill restaurant on the corner of 8th ave. and 56th street and one thing immediately becomes clear: This doesn't look like all those other places.That look is no accident. The distinctive Chipotle design--a spare, industrial motif marked by concrete floors, exposed piping, natural colors and ample use of plywood and stainless steel reflects a company culture that champions the basics. And all of the 1500 locations have the same look.
When Ells opened the first Chipotle 20 years ago in Denver, he was determined to make the 880-square-foot restaurant's design as transparent as its service. That he had raised just $85,000 to start his business surely contributed to the ultimate industrial look. They had to make use of some very basic materials but have those materials speak to this brand that was being created.
At Chipotle customers order from a pared-down menu of tacos and burritos, then watch the kitchen staff prepare their meal from fresh, sustainably raised ingredients. Each ingredient is laid out in front of the costumer so you can choose the perfect combination to make the preferred meal. You can watch the process as the burrito, bowl, tacos, or salad is prepared exactly the way the costumer ask for and it is handed out almost instantly. They don't say on the menu board that they have fresh guacamole, as a customer, you can see it being made right in front of you.
At Chipotle you won't find signs telling you where to stand in line or pay for your meal, essential qualities in tight urban locations. Thoughtfully considered elements include a combination of stools for quick bites and tastefully lit banquettes that encourage lingering.
The sounds, the smells, and the sights of cooking can really help you work up an appetite. Unfortunately in a lot of restaurants the “cooking” they do is more like putting together a science experiment. To that end, each Chipotle is designed with a kitchen that’s open to the entire restaurant. Overall, Chipotle definitely offers a unique fast service dining experience.
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