Potential Nemesis for Chipotle?

By Michelle Castillo, Social Media Coordinator


Should Chipotle prepare for battle? 

According to a Consumer Reports survey, Rubio’s Coastal Grill tastes better than Chipotle and was named the best Mexican-food chain in America. This report polled more than 32,400 subscribers who ranked 65 restaurants. Chains included Taco Bell, Qdoba Mexican Grill, Baja Fresh and Moe’s Southwest Grill.

Interestingly enough, Rubio’s CEO, Marc Simon, was formerly a regional director for Chipotle. Chipotle has always been known and loved for its quality and efficient service.

"It's become a machine. I say that with a great deal of respect because it's well oiled,” Simon said. However, being quick is what separates Chipotle from Rubio’s. 

It takes about seven minutes to prepare a meal at Rubio's and to get it from the kitchen to the table. Seven minutes can feel like a lifetime in the fast-casual industry. The wait can be due to its seafood ingredients that make 30 percent of the menu. The chain inspired by Baja California cuisine is famous for its fish-taco recipe. You can’t exactly let tilapia sit after being cooked and expect it to taste just as good as it would fresh. 

This new Mexican chain found on the West Coast has only 163 restaurants, whereas Chipotle has close to 1,700 locations across the U.S. Like Chipotle, Rubio’s emphasizes fresh ingredients. However, Chipotle representative Chris Arnold told Business Insider in March that the brand does not plan to implement seafood in its menu. 

"There's this argument: Better food wins," Simon said. Read More

Posted on August 26, 2015 and filed under Fast Casual, New Restaurants, Fast Casual Trends.