Chipotle

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  ( Rob Young )
  An order of three tacos from Chipotle.

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With Chipotle’s arrival to the Charleston area, it’s nice to finally determine whether the uber-popular Mexican chain warrants the hype.

To be honest, I don’t understand the madness.

The food is light, crispy (when necessary) and flavorful.

It’s good, not great. It’s certainly better than Moe’s and Qdoba, a bit better than Barberitos (minus the tomatillo sauce).

But it’s not quite up there with Freebirds, which is on the West Coast and in Texas. Visit if you get a chance.

As a consumer, I certainly appreciate Chipotle’s easy-to-follow menu in big, bright lettering, the quick and efficient service line and comfortable, modern dining space.

And I can admit it, the place does crazy business, which means crazy profits.

Chipotle said that its first quarter earnings were up 35 percent, with Reuters reporting that the chain made $62.7 million last quarter in comparison to $46.4 million the previous year.

Additionally, according to Bloomberg, Chipotle opened 32 new restaurants last quarter with plans in the works for 160 or more this year (a Mount Pleasant location has been mentioned).

Heck, Slate even likened the chain to Apple in the way it’s revolutionizing fast food.

Chipotle breaks out its menu into four categories: burritos, burrito bowls, tacos and salad.

Likewise, the chain offers four proteins: chicken, steak, barbacoa and carnitas.

Another interesting fact: Chipotle’s braised meats, the barbacoa and carnitas, are cooked sous-vide in Chicago before being shipped to individual units where they’re reheated and served.

It’s a simple cost struc- ture, too: $6.65 for a bur- rito, burrito bowl or order of three hard or soft shell tacos.

Chipotle is certainly worth a visit, whether out of curiosity or genuine interest in the cuisine.

By committing itself to improved quality (and growth), Chipotle is likely the future of fast food.

Might as well get a peek.