Free burritos and tacos have sent students flocking to Chipotle in recent weeks.
The restaurant, in business since 2002 at 658 State St., is offering numerous promotions this semester in order to give back to the community and raise awareness of its product.
Last week, Chipotle organized a food drive to help the Middleton Outreach Ministry, in exchange for a burrito, customers donated two non-perishable food items. The national chain also has sent free burrito coupons to addresses in the downtown area and offered free burritos to customers wearing tin foil last month.
""With the food drive the biggest goal is to help out the needy families in the area,"" said Daniel Blado, manager at Chipotle. ""The other things besides the food drive are to get our word out there for people who might not have experienced Chipotle before.""
Marty Lea, a UW-Madison junior, rarely visits Chiptole, opting instead for nearby competitor Qdoba, 548 State St. Still, he supported Chipotle's attempt at helping those in need.
""I like the idea of the promotion in that it does give back to the community,"" Lea said. ""My distaste towards Chipotle is overtaken by the good that it does for the community.""
Chipotle and Qdoba have been locked in a burrito war of sorts since the two opened their doors on State Street several years ago. With headquarters outside Denver, Qdoba offers the same standard fare as Chipotle: $6 burritos prepared by a team of workers with questions such as ""black or pinto beans?"" and ""cheese and sour cream?""
The two continue to thrive despite their similarity, suggesting downtown Madison may be capable of supporting a pair of restaurants with little discernable difference.
At one point, McDonald's controlled 92 percent of the Chipotle chain, proving the financial backing needed to support day-long giveaways and rapid expansion. However, Chipotle Chairman Steve Ellis, said the two companies are now separate entities.
Chipotle has recently attempted to position itself as the more humanitarian option, advertising naturally raised pork in addition to its food drives. But free food also plays into the tight budgets of college students.
""With all the college freshmen, and money is tight, when they see a thing like donate two items and get a free burrito, they are very, very likely to do that,"" Lea said.
Early inductions suggest the ""Mexican Grill"" is succeeding in winning the hearts and minds of 18 to 22-year-olds. And according Blado, more promotions—and free burritos—are on the way.
