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Chipotle pushes message on sustainability

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Chipotle pushes message on sustainability

CHICAGO — Chipotle Mexican Grill Inc.’s success with hormone-free dairy products, naturally raised meat and local produce has the restaurant chain taking its message to a broader audience.

The Mexican-inspired fast-casual chain released an animated video to movie theaters last week, and hosted the first of many food-and-music festivals.

“We think the more people understand where their food comes from and the impact on independent family farmers, animal welfare, the more they’re going to ask for better ingredients,” said Chipotle founder and co-Chief Executive Officer Steve Ells.

Chipotle has shown that a focus on local produce and animal welfare can be done in a fast-food setting. It is one of the fastest-growing stocks in the Mexican restaurant sector. For the most recent quarter, Chipotle’s same-store sales, a key metric of restaurant health, increased 10 percent.

Through consumer research, the Denver-based Mexican burrito chain uncovered that while many consumers think “organic” and “local” are the kinds of attributes to have associated with their food, only 30 percent were willing to go out of their way for what Chipotle calls “Mexican food with integrity.”

So the company is preparing to tug on heartstrings, with an animated video that began playing on 10,000 movie screens last weekend. Set to Coldplay’s “The Scientist” as performed by Willie Nelson, the story centers around a farmer who builds his pig business into a large factory only to decide to return to more natural methods. It’s already gotten 1.3 million views on Chipotle’s YouTube channel in just over a month.

The chain has established the Chipotle Cultivate Foundation to extend its reach beyond its restaurants by supporting programs focused on healthy eating and a more sustainable food supply.

“It’s brilliant,” said Dan Dahlen, of the Columbus, Ohio-based Weber Associates marketing firm. “It’s like the people from Subway will say, ‘That was our idea,’ but guess who gets credit for it? (Chipotle) has taken it to a new level. the food is better, the quality is better.”

“It’s time for them to move to the adults’ table,” said Dahlen. An advertising and restaurant industry veteran, Dahlen said that the chain seems to be following “Starbucks model” of advertising, meaning that it has eschewed the traditional tactics.

“You have to eventually go on TV or some sort of mass media to keep your name top of mind and tell people what’s happening,” Dahlen said. “You can include social media to do that, but you can’t rely on social media to be your primary mode of communication.”

Started in 1993, and bolstered by word-of-mouth referrals and grassroots marketing, Chipotle is now a $1.84 billion restaurant chain with more than 1,100 locations, and beginning to embrace traditional tactics.

The animated video is part of a new marketing platform called “Cultivate.” Chipotle last weekend hosted “Cultivate Chicago,” an all-day food and music festival featuring local gourmet chefs, to raise money for Family Farmed, a group working to expand production and distribution of local, sustainable food. Chipotle plans to host similar events in other cities.

Jim Slama, president of FamilyFarmed, said the proceeds will help the group in a variety of efforts, including increasing schools’ access to local ingredients, and the development of an online program for independent farmers to create a customized food-safety plan. Meeting food safety standards is a common barrier to family farmers looking to sell their wares to a company like Whole Foods.

Ells’ interest in sustainable farming isn’t led by consumer requests, he said. “It’s our belief that this makes for the best dining experience and we’ve always believed just because food is served quickly or accessible doesn’t mean it has to be a typical fast-food experience.”

Ells is applying the Chipotle model to Asian food, with the recent opening of ShopHouse Southeast Asian Kitchen in Washington.

“If you look at what people are serving for Asian food in chains … it’s very sort of one-dimensional, sweet and sticky,” Ells said. ShopHouse, by contrast, he said, is “bold and spicy.”

Dahlen expects more restaurant concepts from Ells with the same formula.

“It’s brilliant,” he said “It’s like the people from Subway will say, ‘That was our idea,’ but guess who gets credit for it? (Chipotle) has taken it to a new level. the food is better, the quality is better.”

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The Best Mexican Food Across The Country, Chosen By Mexican Restaurant Reviews From Boston To San Francisco

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The Best Mexican Food Across The Country, Chosen By Mexican Restaurant Reviews From Boston To San Francisco

“You can’t get good Mexican food anywhere north of Texas.”

So averred my good buddy Tony when I suggested a Mexican meal on his recent visit. Now, I’m a good deal north of Texas, being in the Heart of Massachusetts, but that’s the kind of challenge that I can’t pass up. Three hours later, he was rubbing his stuffed belly as we left Tortilla Sam’s, voted Worchester’s Best Mexican Restaurant for the third year in a row. Being voted Best Mexican Restaurant in a little north-eastern city may not seem like much – till you stand in front of the window at Tortilla Sam’s and watch the tortillas – freshly mixed and cut by hand – roll through the steam press and catch a whiff of the mole. Then you realize that this is real Mexican food. And if the Mexican food in Worcester is good enough to impress Texas-born-and-raised Tony, we’ve got to figure that there are great Mexican restaurants in other unexpected places, right?

I went looking for the most out-of-the-way and unexpected places to find good Mexican food. My criteria and method were simple – and hardly fool proof. In order to make the list, the restaurant must serve primarily Mexican food, and must have been voted a Best Mexican Restaurant in a local newspaper poll. There must be some mention in the review of authenticity. If there was a comment from someone who really KNOWS Mexican food, that gets bonus points. The list is a long way from exhaustive, but if you’re looking for good Mexican food a long way from home, you just might get your craving satisfied at one of these unlikely places to find authentic Mexican food.

Charlotte, N.C.

Me, I’d go looking for a good mess of pinto beans and Southern barbecue in beautiful Charlotte, but if I did have a craving for Mexican food, I’d head on over to Taqueria Las Delicias. It only took the #8 spot on AOL’s CityGuide City’s Best awards, but any place that serves its tamales wrapped in corn husk AND offers lesser known Mexican foods like pupusas and taquitos is going to get a visit from me when I hit Charlotte.

Boston, MA

The home of baked beans and clam chowder (white, thank you very much) is also the home to Andale!, a tiny restaurant that seats 8 at the counter. Forget the ground, slightly spiced meat mush that passes for Mexican food in most of Massachusetts, and build yourself a quesadilla from chunks of roast chicken and spiced vegetables. It’s fast Mexican food at its best, even if it is in Boston.

Philadelphia, PA

Next time I’m in Philly, I’m skipping the cheese steak and heading out for Mexican food. Voted Best Mexican food in the Philly area, Coyote Crossing in Conshohocken has all the standard gringo-Mex foods on the menu, but it also has… caramel crepes and homemade sangria.

Seattle, WA

Can I get a café latte to go with the chilies relleno? El Puerco Lloron in Seattle has been serving up its handmade tortillas and fresh salsa for over two decades and they’re still making the Best Of lists. If there is real Mexican food in the gateway to Alaska, chances are that you’ll find it here.

Baltimore, MD

The folks at the Baltimore Citypaper appreciate the irony of naming a Best Mexican Restaurant in Baltimore. To paraphrase, it’s like naming the best air conditioner salesman in Antarctica. Still, they dub the Mexican food at Los Amigos Mexican restaurant ‘good’ and the wait staff friendly. Not quite a ringing endorsement, but if I get sick of crab cakes in Baltimore, I know where I’ll go.

author:Chris Robertson
Mexican

Enchilada – A Simple Yet Delicious Mexican Delicacy

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Enchilada – A Simple Yet Delicious Mexican Delicacy

Enchilada is the traditional Mexican dish meaning ‘seasoned with chilies’. It is simply dried red chili peppers soaked and ground into sauce flavored with some seasonings. The dish is very simple. It is a family staple. This Mexican invaded the American food market in the mid sixties and since then it has experienced soaring popularity. Many kinds of enchiladas are made depending on the ingredients. The red enchilada sauce is tomato based with red chilies and the green enchilada is made of tomatoes and green chilies. Mole may be used in the preparation too.

A typical enchilada may be made with corn tortilla. Fry tortilla in oil to soften it and dip it in your favorite enchilada sauce. Fill tortillas with chicken, meat or cheese fillings or vegetables, seafood, eggs, banana or even potato with white cheese and roll it, then place it in a casserole. Layer it with sauce, cheese and chopped onions. Fried eggs or salted cooked meat strips will add special touch to the side dish.

Follow the simple steps to preparing an Enchilada:

• Pre-heat the oven at 350 degree F.

• Add oil and cook a tortilla for 2-3 seconds in a heated large pan. Lift it and add another tortilla under it. Cook for 2-3 seconds. This way brown and soften the tortillas.

• Saute up onion and garlic and then turn off the heat. Add 1 cup salsa, 3 tablespoon tomato paste in 1 cup of water, crushed fire roasted canned tomatoes and prepare the sauce a bit sweet and not vinegary.

• Grease a casserole. Take the tortillas and cover it two third with shredded cheese. Roll it and place in the casserole. Cover the tortillas with sauce and the grated cheese. Put the casserole in the oven for 10 minutes till cheese melts.

It is basically tortillas stuffed with various fillings. This term is a Spanish-American name, which first came into print in 1885 and later in 1949 given the credit to be a Mexican dish for tourists. Now it is a staple for Mexican-American restaurants.

It is easy and simple to prepare. Heat oil, add onion and garlic to cook till tender. Stir some flour and mix till it is smooth. Add chicken broth, water and enchilada sauce. Cook till smooth. Stir in chilli powder and salt, cook over medium heat. Keep stirring till thick and add cheese with chicken and olives.

Dip the corn tortillas in prepared sauce for 5 seconds. Spread 3 tablespoons chicken filling in the center. Roll up and keep in a shallow dish. Pour remaining sauce over tortillas. Bake at 350 degree F for 15 minutes. Sprinkle with cheese and bake for further 10 minutes. Garnish with sliced ripe olives and serve immediately. The artistic and cooling garnish of lettuce beholds an enchilada.

As you know, Tex-Mex cuisine originated hundreds of years ago when Spanish / Mexican recipes combined with Anglo fare. Enchilada is also derived from Mexican traditions.