Photo: flickr/Rob Marquardt
Every day, a fresh batch of emails appears in the Slow Food Boston inbox. They usually run along the lines of… “We’ll be visiting in April. What restaurants do you recommend?” (We don’t certify restaurants, but here are a few we like personally.) “I’m a recent graduate of Emerson College and about to launch my career as a food blogger. Do you have an internship program?” (No, but we’d be happy to connect you to one of the many excellent food-related groups in the area.) “I have an idea for/would like to help out with a Slow Food event. What should I do?” (Eureka! Another volunteer! Please contact us.) But this one was a bit different. Written in the relentlessly peppy tone of the seasoned marketer, it told us about an organization that was, like ours, “fiercely passionate about food with integrity,” and that wanted to donate refreshments, host a discussion, sponsor an event or talk about other ways we could “work together and strengthen our shared mission.”
Yup, Chipotle had reached out.
The restaurant chain has much to be commended. The founder, Steve Ellis, a graduate of the Culinary Institute of America, is passionate about from-scratch cooking, a major accomplishment in an industry that often relies on partially or fully cooked foodstuffs provided by giant food service companies such as Aramark and Sodexo. In 2000, after visiting a Concentrated Animal Feeding Operation (CAFO), Ellis vowed to serve only humanely raised pork in Chipotle’s burritos. Forty percent of its beans are organically grown. And recently, the company committed to sourcing 50% of at least one produce ingredient from the regions in which it has stores.
But as laudable as all these practices are, Chipotle is still a fast-food restaurant. Begun in 1993 with a single location and an $85K family loan, by 2004, under the tutelage of Daddy Deep Pockets, aka McDonald’s, it had exploded to 500 locations across the US. A 2006 initial public offering (IPO), the 2nd most successful ever for a restaurant chain (share prices doubled), fueled further growth; today Chipotle has over 1000 sites nationwide and is looking to expand abroad. With such outsized ambition, it’s probably inevitable that some ugly issues have popped up. Continue reading →