Would Chipotle Ever Sell a Breakfast Burrito?
Photograph from greefus groinks on Flickr
During tough economic times, restaurants search for quick fixes to make up for lost revenue. Some options: extending hours, skimping on portions, and adding breakfast service.
As a fervent breakfast burrito lover, I was curious if Chipotle had considered the morning menu addition. Currently, the national chain doesn't open stores until 11 a.m., but maybe they could set the alarm clocks earlier and throw some eggs on the griddle? When asked, Chiptole's public relations director Chris Arnold, had this to say:
That is certainly something people have suggested to us, and something we have thought about ourselves. But it isn't as simple as it might look. Doing breakfast impacts our labor model (which has us running two full-time shifts a day) and could require different kitchen equipment—like griddles instead of grills. I wouldn't look for changes like that any time soon. But I do think we could do a great breakfast if we ever decided to.
Chipotle breakfast burrito: agree or disagree?
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17 Comments:
The last thing I need in the morning is an 1,100 calorie burrito the size of a newborn infant. On the other hand, there is a Chipotle directly across from my office that I walk by every day coming into work, and about once a week I think to myself, "Why don't they have a piping hot burrito with eggs, peppers, cheese and sausage waiting for me right now?"
I think Chipotle would do an excellent breakfast burrito, but I don't know if I want to put on another 10 pounds. The longer they hold off on entering that market, the better.
PizzaDinosaur at 8:27AM on 12/02/08
Agree! What a great idea, I think they could create a fab burrito...w/that being said, though I concur w/the above poster's comments though, my waistline would approve if they only did lunch...
colleenanne29 at 8:39AM on 12/02/08
If Chipotle comes forth with a breakfast burrito, Starbucks will surely move into that market. Then Chipotle will try to do high-end coffee. Then McDonald's will create a coffee-flavored breakfast burrito to go toe to toe with both. It's would be a mess. I vote no on Chipotle breakfast burrito.
Adam Kuban at 8:45AM on 12/02/08
YES. I don't care what other chains do, I CRAVE hefty eggs, peppers, potatoes, cheese and spicy goodness wrapped in a tortilla and served piping hot, ready for me to say, "Good Morning World."
Linnea Covington at 8:57AM on 12/02/08
It can't be that hard to accomplish. We don't have Chipotle around here, but the fairly similar BoLoCo added breakfast almost a year ago, and it has worked for them.
kaszeta at 9:34AM on 12/02/08
Meh, why not? Maybe they'll actually have something worth eating there, at least for my husband.
Cassaendra at 11:33AM on 12/02/08
I would think it would be tasty, for sure, but I'm not sure that it would be smaller than a small child, like Pizza said.
I've always felt, in comparison with Freebirds and Qdoba here in Texas, Chipotle is really lacking diversity in their food choices, leading me to believe that their breakfast tacos would be bland and not really resemble a tasty, real, breakfast taco that I can get for $1.50 down in Austin!
natemcguire at 11:47AM on 12/02/08
I once had a breakfast burrito at qdoba and it was a day ruiner.
franklindelanobluth at 12:54PM on 12/02/08
OMG yes. Non-gargantuan please (or offer breakfast tacos, too, since we all know non-gargantuan isn't going to happen).
SteveB at 1:03PM on 12/02/08
Every Friday morning on my way to work I stop at a nearby taqueria (Roberto's) for a huge breakfast burrito that costs well under $5. I usually go with the simple "breakfast burrito" (bacon, eggs, potatoes, cheese), but sometimes I mix it up and get a chorizo or machaca burrito. Yes, from a health perspective it is not a good way to start the day, but eating a 1+ pound heavy breakfast usually makes lunch superfluous. I usually have a banana for lunch and then I'm good until dinnertime. Plus, it is nice way to celebrate the fact that it's Friday.
It wouldn't be nearly as convenient for me to stop by the closest Chipotle for breakfast on a workday, but if they started serving breakfast burritos I would definitely make a point of trying it on a Saturday morning.
Zachary at 1:58PM on 12/02/08
I make my own breakfast tacos with fresh tortillas (I keep the masa dough ball already mixed in the fridge for quick and easy pressing). I don't think Chipotle could compare, fast food eggs are always kinda weird.
O_Leaozinho at 2:33PM on 12/02/08
It's a cool idea but I don't want Chipotle to change what they do. I really appreciate that they do a few things really well and haven't tried to be everything to everybody. Personally I prefer to eat at places that have short menus. It almost always means that they are focusing on the quality of each dish. Chipotle rocks as is.
Bunnyman at 2:40PM on 12/02/08
I love Chipotle the way it is. When I get a burrito the size of my head, I can save half of it for tomorrow in my fridge. But when I'm on the way to work, I don 't want a burrito that big- and I doubt I would want to wait until I get to work the next morning to heat it up. I hope they stick to lunch and dinner.
MeganCochran at 6:03PM on 12/02/08
I just wish I could get a HOT (as in temperature) burrito at Chipotle! I have shown up just as they unlock the door and bam! the rice is cold, the meat is lukewarm and the cheese won't melt. There is something wrong with that picture. So I get my order to go and heat it up when I get home.
That being said: if they could figure out a way to do the eggs to order - steam table eggs are yucky, I wouldn't mind a breakfast burrito.
SayWhat at 6:16PM on 12/04/08
definatly yes. there's one right across the street from where i work and try to visit there once every 2 weeks and i'd do breakfast there since i refuse to eat most all fast food. i will agree though that a burrito the size of my child will not work for the early AM crowd.
dozertx at 10:31AM on 12/05/08
Has anyone ever heard an explanation of why their burritos are so huge? I LOVE overstuffed burritos, cheese, etc...but somehow despite the overabundance their food always falls short for me. I'd rather have less food with more flavor.
akk328 at 12:45PM on 12/05/08
Chipotle DOES have a breakfast burrito...but we can't eat it. One of the workers at my local Chipotle (st. Marks) said that they sometimes make breakfast burritos in the morning for the staff before they open. I even got an invite, but alas...my "in" stopped working there before I could attend. I still dream about it though...
donnymandible at 1:10PM on 12/08/08