Thursday, May 1st, 2014
19

The Twilight Of The Tortilla: What People Really Order At Chipotle

aslkfsssLast week, I sent a Chipotle survey to 100 people. 64 of them responded. This is what they shared.

How do you order your Chipotle?

81.3% of people don’t know ordering online is the way to go.

chip1

How long do you wait for your Chipotle?

People don’t like waiting more than 10 minutes for the perfect lunch.

chip2

What form does your Chipotle order take?

In which I learned that people actually order the tacos. [Ed note: This is shocking: a Midtown NYC Chipotle is no more burrito place than Shake Shack is a hot dog place, or Starbucks is a sandwich shop. Is this a paleo thing, a carb thing, a calorie-count-on-the-menu thing? As New York goes, so goes the nation? Surely there are high-level meetings about this happening at Chipotle HQ.]

chip4

Main ingredient?

Veggies at #2! Who’d have thunk? I hadn’t thunk. Good for veggies.

chip6

What kind of beans?

9.4% of people live dangerously.

chip3

What kind of rice?

A surprisingly even split, complete with an even more surprising number of carb-free weirdos.

chip5

Guac? It’s extra.

60.9% of people don’t mind throwing money into the trash can.

chip7

Have you ever ordered a margarita?

I ordered a margarita once, but it was before they started selling the fancy Patron ones. And I don’t think I would pay for a fancy Patron one at a Chipotle.

chip9

Dine in or takeout?

I enjoy eating Chipotle at my desk at lunch. I enjoy gchatting and clicking through various links on the internet while scooping the contents of my burrito bowl with the chips I bought for $1 extra. I enjoy the feeling of total satisfaction when I take the last bite and realize that my lunch was, indeed, perfect.

chip10

How often do you go to Chipotle?

34.4%!!!!! 34.4%??????!??!?!?!?!?!?!?!??!?!

chip8

Selected quotes from respondents:

“If i work from home i sometimes order chips with my burrito bowl but would never do that at work because that is monster behavior.” – B.D.

“The burritos have so many calories that going to Chipotle is signing up for guilt, at least inside my head it is.” – R.J.

“THE PACE OF THE ORDERING PROCESS MAKES ME SO ANXIOUS I COULD DIE.” – J.R.

“It's good but I kinda don't get why it's a Big Deal? But I don't eat much fast food, so there's that. Damn. Now I'm hungry for a margarita. (Didn't know they served those! Maybe I'll try to understand the Big Deal now?)” – J.K.

“Extra $ for guac is crazy, not worth it. It sorta enrages me.” – Anon

“Chipotle is garbage but so am I and I eat garbage.” – D.D.

“I LOVE CHIPOTLE AND EVERYTHING THAT MAKE IT FUN. IM A VERY HAPPY PERSON. Sadly there are no Chipotles near my work or home, but I have it any time I find myself near one, and I'm hungry. Guac!” – R.H.

“I live in Manhattan, but tend to avoid Chipotles here and only visit them when I'm in the suburbs because they're usually busy on a workday lunch hour rush when it occurs to me that I might be interested in eating a burrito bowl. So my strat isn't as aggressive or proactive as it probably could be. I like a mellow, strat-free burrito-until-I-feel-like-I'm-going-to-vomit experience. Also, the chips and guac rule!” – C.F.

“I used to eat at Chipotle 1-3 times a week, for like a year. I ate myself out of it, went off for a while, and now I'm back to once a month. But man is it delicious. Everyone I know goes through that addiction phase at some point..” – V.S.

“While I rarely partake in them, the margaritas are one of the most underappreciated items on offer—and they're not even off-menu. They're pretty large, and more importantly, strong. Plus, most people would never expect that you had a boozy lunch when you're seemingly only dipping out to go to Chipotle.” – J.F.

And, finally:

“I actually hate Chipotle, and I don't care who knows it.” – MEREDITH HAGGERTY @MANYMANYWORDS

Bobby Finger orders however he pleases.

(Image from Animakitty)

19 Comments / Post A Comment

Harold (#252,532)

It is disturbing that this article is making the rounds on media twitter. This article is as accurate as a buzzfeed listicle. Anyone with a Marketing 101 course under their belt knows that you need a sample size of at least 300 to have any results with a high confidence percentage. Not to mention that the authors sample population is not random. Lawyers shouldn't do market research, and lawyer bloggers shouldn't turn those results into articles that give off an aura of credibility.

@Harold
FWIW, with a true random sample, the 300 number is kind of arbitrary (roughly 6% margin of error). With only 64 people is roughly double that at +/- 12%. So, the results are not meaningless per se, but they are not very precise. For example, the data suggests that between 48 and 70% of people order guacamole.

ejcsanfran (#489)

@Harold: Disturbing. Yes, that is exactly the word that comes to mind.

What_The_Hell (#272,151)

@Harold Data suggest.

calamity (#264,836)

Guacamole is free if you skip the meat(/sofritas)! Veggie salad 4 LIFE.

abbyjean (#508)

the only thing worse than paying extra for guac is 3D pie charts. the horror!

@abbyjean
THIS.

samsamsam (#272,144)

Is the new Awl supporting this "in line" and not "on line" nonsense?!?!?!?!?! Disturbing trend.

@samsamsam IN line, IN, line, IN line, ON makes absolutely no sense unless there is actually a line painted on the ground which is rare and Chipotle doesn't have one!

Mr. B (#10,093)

@Wesley Hetrick@facebook We only say "on line" around here to upset midwesterners because they're annoying and we want them to go back to Ohio.

I haven't gotten them in a long time but the tacos are really good! I never liked crispy tacos until I had them at Chipotle, the shells are particularly tasty! It's weird to me that the burrito bowl has completely taken over, I basically never see anyone getting an actual burrito, I think it's mostly because you can get the flavors all in one bite versus a burrito where you get like all-rice bites. I'm not a Chipotle zealot but think it's pretty good for what it is.

chum lee (#272,177)

I don't get why people get veggie whatever. I mean, eating veggies is fine and all, you're vegetarian, cool. But…why are you out eating fast food? It bothers me that so many people get the bowls too. To me, Chipolte is a burrito joint. You go there. You get burritos. The bowl feels…I don't know…snobby.

All things said in done….while Chipolte is trendier, Qdoba is better.

Aside from being utter marketing nonsense, why are low carb dieters called weirdos and guacamole is trash? This article and its accompanying blurry photo are trash, looks like it was written by a teenager. This crap passes as journalism?

mintjulips (#269,616)

Is this post supposed to be the sequel to Choire's puke post? Because Chipotle gives me food poisoning.

skyslang (#11,283)

Am I the only one who loathes the non-word "veggies"? It's so annoying. Say vegetables like a grown man! Jesus.

SidAndFinancy (#4,328)

@skyslang Based on my sample size of n=2, yes.

idianastark (#272,559)

I'm really starve now.

Twinslife85 (#281,048)

Excellent article. Very interesting to read. I really love to read such a nice article migliori giochi online. Thanks! keep rocking!

Theshoegirl (#282,072)

This is a really good post Izicathulo

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