Chipotle Mexican Grill
Mexican restaurant · Belmont
19825 Belmont Chase Dr #130, Ashburn, VA 20147
Highlights
Design-your-own burritos, tacos & bowls with fresh ingredients
Design-your-own burritos, tacos & bowls with fresh ingredients
"Led for more than three decades by its founder before his 2020 departure, the chain helped revolutionize the fast-casual restaurant space and mainstreamed the Mission-style burrito on a national scale." - BySam Stone
"Once celebrated as a moderately upscale fast-casual Mexican spot, the chain’s burrito bowls are now widely criticized as less flavorful and less good value than during its 2012–2015 heyday, when customers recall fresh in-store prep, juicy chicken, fresh rice and overflowing portions. After a 2015 run of food-safety crises—including a multi-state E. coli outbreak that hospitalized 22 people—the company centralized many prep steps (pre-chopping tomatoes, marinating chicken in bags, sous-vide–precooking steak and shipping ingredients longer distances) to reduce risk, changes that many diners say diminished freshness and taste. Rising menu prices (the company raised prices multiple times since 2021), perceived tighter portions (which the company disputes), increased competition from trendier bowl and taco concepts, and waning novelty have all contributed to the sense that the product isn’t what it used to be, even as sales remain strong and the brand highlights large purchases of local and organic produce and ongoing social-media marketing efforts." - ByLi Goldstein
"A fast-casual chain whose stall announced itself with bright, herbaceous onion-and-cilantro notes—an instantly recognizable, fresher aroma among heavier fried and sugary scents." - Jaya Saxena
"A viral app-based loophole let customers assemble a near-full-price burrito for much less by ordering a single taco, a cheap tortilla, and requesting each topping on the side to reassemble at home; after the hack spread on social video, the company patched its ordering app to close the loophole. The episode illustrates how app design can enable price hacks and how chains sometimes respond by altering app functionality rather than changing broader pricing or customization policies." - Jaya Saxena
"This chain is adding its first new customizable menu item in 17 years — a Monterey Jack cheese quesadilla that can be filled with the usual burrito-bar fixings. The quesadilla is available exclusively through the restaurant’s app, and because the grilled tortilla and melted cheese take longer to prepare than bowls and burritos, the company recommends ordering in advance to keep lines moving. The launch also leans on the digital channel’s strength — the chain reported roughly half of its revenue last fiscal quarter came from app orders — and makes for an easy rollout since it uses ingredients already on hand." - Jaya Saxena
