It all started two weeks ago Sunday, when the new restaurant Chipotle, 658 State St., opened its doors to a multitude of burrito-hungry consumers. Since then, burrito lovers are having a tough time deciding just where to satisfy their pallets. Many are wondering where the idea of hands-on gourmet Mexican eating originated.
With all the hype over a new restaurant in town, opening day was, of course, a big one. However, business has not slowed down much, a fact that comes as no suprise to Chipotle's management.
\It's exactly as we had expected,"" said Chipotle manager Gabe Sanchez. ""We're doing great, and our customers seem to be pleased with the service and the food.""
Given that Chipotle is doing so well, one has to wonder how its competition, Qdoba, 548 State St., is faring. A walk past the State Street icon demonstrates that they seem to be doing just fine.
In a possible attempt to change its image, Qdoba recently implemented a new wrapper with their name circling around the edge, served underneath a meal, bearing a striking resemblance to that of Chipotle's. However, management claimed it had nothing to do with its competitor.
The burrito and not the paper is what the students here at UW-Madison care most about.
""Basically, it's Qdoba spelled with a C,"" said Stephanie Seidel, a UW-Madison sophomore, after a visit to the new restaurant.
Many students point out how comparable, if not identical, the gourmet Mexican food both restaurants offer is. Nevertheless, there are a few differences. Chipotle offers four types of salsa, whereas Qdoba offers five.
While gulping down a glass of water, Brian Boersma, a frequent salsa eater and recent UW-Madison graduate said, ""Chipotle definitely wins in the hottest salsa area. But other than that, I'd say their food is basically the same.""
Both restaurants boast gourmet Mexican food you can eat with your hands. You can watch your burrito being made right in front of you, choosing your combination of ingredients to fashion the perfect burrito. Offering steak, chicken, vegetables or beef as a burrito staple, and topping it off with salsa, sour cream or cheese and lettuce or guacamole, the ingredients are almost identical. Though Qdoba has an extra salsa option, Chipotle also offers seasoned pork, or ""Carnitas,"" in addition to its other meat ingredients.
The idea behind Chipotle is summed up in its name. This type of pepper is a simple jalape??o pepper that's been smoked and dried. They focus on two main things: tacos and burritos. They also have thousands of combinations'no two burritos or tacos are alike. And if you can't find what you are looking for, they promise to make something special to quiet your rumbling stomach.
""When my friends came from Minnesota to visit for Halloween last year, they had eaten at a Chipotle but had never heard of Qdoba,"" said UW sophomore Sloane McGraw. ""I told them how similar the two were and immediately they needed that burrito.""
Qdoba also offers burritos and tacos, using basically the same ingredients, while offering other options as well. Three cheese nachos, tortilla soup, taco salads and even a kid's meal option are also available.
While the two restaurants seem to serve similar menu items, the atmosphere is vastly different. Using blonde wooden chairs, smooth polished wooden tables and alien spaceship-looking duct work, Chipotle presents a crisp, clean and modern atmosphere. Lined along its walls are constructed Mayan glyphs in the same raw materials as the rest of the restaurant; they're interesting as well as beautiful. Along with the traditional art work are black and white photographs depicting various natural scenes presenting an upper-class feel.
Whether you are with a big group or want a quiet little booth for two, there is plenty of space and many seating arrangements suiting any need. The use of raw wood, concrete, steel and metal mirror its philosophy on food: simple, yet unique and stunning when put together. However, one commodity Chipotle does not have, which mark the walls of Qdoba, are television sets allowing students to catch the latest in their favorite sports games.
So where did this new restaurant, specializing in ""burritofication"" come from? Established in Denver, Co., in 1993, CEO Steve Ells had a very simple idea: To offer great food in a simple manner, and to use fresh ingredients. Chipotle's success also revolves around the atmosphere that the restaurant strives to create. Chipotle now has 200 restaurants nationwide. Future plans include establishments in Milwaukee.
Although the restaurant is owned by McDonald's, ""They're like our big brother, and help finance new establishments, but that's it,"" Sanchez said.
The State Street locale is exactly what Chipotle looks for in the foundation of a new restaurant. It has a strong daytime population and provides excellent visibility and access.
Shockingly, Qdoba is also based in Denver, Co., opening two years later in 1995. It too gets its money and expert franchising advice from big names such as Papa Johns, Little Caesars, Applebee's and Subway. With 79 locations nationwide it is catching up to Chipotle and has plans to open 15 locations in the Twin Cities Area.
While the companies are similar in origin and location, what stands to be determined are how the two compare here in Madison. The food and prices are certainly comparable but the feeling and atmosphere are poles apart. Of course, if you want breakfast on the weekend, or need to fill that late night, drunken craving, Chipotle closes at 10 p.m. and does not offer breakfast. There is only one choice for breakfast and late-night fulfillment.
However, Chipotle offers a modern and clean atmosphere, with jumping music and long metal tables and quiet booths for studying or that romantic date. No matter if it is just your decadent burrito and you.
