Collegiate Times

chipotle_center

Members of the Facebook group "Bring Chipotle to Blacksburg" will soon have their demand met.

After a few construction delays, a sign is finally in place, and downtown Blacksburg's Chipotle is gearing up to open its doors in late September.

Labeled as a "godsend" by junior computer science major Aleksi White, the term reflects the opinions of many Hokies who are familiar with the chain of sustainable Mexican grill restaurants.

Chipotle is the latest addition to an increasing number of new restaurants downtown. Occupying a building across the street from Moe's Southwest Grill, Chipotle will face its competitor both literally and figuratively.

Regardless, the general student reaction seems to reflect enthusiasm for the opening.

"I think it's a nice addition to the Blacksburg community. I'd like to see another option where we can eat," said David Cavalieri, a junior marketing major.

Chipotle will join the ranks of restaurants such as 622 North, D.P. Dough and Green's Grill, all restaurants opened in the past year to cater to the ever-increasing student population. The company has more than 1,000 restaurants nationwide, in Canada and even one in London.

After 17 years of business, Chipotle has built quite the fan base. The chain regularly offers free burritos as a promotion on special occasions and to introduce its food to potential customers.

For example, customers who dress up as burritos on Halloween receive a free burrito. The marketing campaign operates under the assumption that the free promotion burritos will entice new customers and reward loyal patrons at the
same time.

Chipotle's menu features the usual Mexican favorites such as burritos and tacos, all made in accordance with its motto, "Food with Integrity." The slogan encompasses the use of sustainable ingredients from family farmers who use environmentally friendly techniques.

All the animals are naturally raised free of antibiotics and added hormones. Beyond ingredients, the final products are held to a higher standard as well. Guacamole and chips are made fresh up to three times per day at each location.

However, freshness is a quality also valued by its competitor across the street.

Moe's general manager Peter Weisbord said he is not too worried about the competition that Chipotle will bring. Not only are the Moe's ingredients fresh, but the restaurant also offers perks such as free chips and salsa with its burritos, keeping the typical student's tight budget
in mind.

"Moe's is a place where students meet up and hang out," Weisbord said. "We regularly cater to sports teams, student groups and other Virginia Tech functions. We respect our students and take pride in the food we serve, and that will keep kids coming back."

Moe's already has loyal customers, but can it stand up to Chipotle's trick up its sleeve? Thanks to its popularity as a national chain, Chipotle has its own application for the Apple iPhone.

The app not only finds the nearest location, but also allows a customer to place an order down to specific requests, add sides and even pay for the meal before picking it up.

"I've had a Chipotle app on my iPhone for a year, and I'm excited to finally be able use it," said John Tyszkiewicz, a junior civil engineering major.

Another added convenience is the app remembers orders, saving customers from plugging in all the details every time a craving arises. This facet of technology is not the only modern twist to dining. Chipotle hen conscious of the green movement.

In addition to its "Food with Integrity" business model, the chain works to lessen the impact of its restaurants on the environment.

Chipotle focuses heavily on organic foods, family farms and local products to reduce the effects of shipping ingredients over long distances.

The restaurants themselves use many easily recyclable goods, such as steel and aluminum in their construction. Other measures include efficient air systems and conservation of light and water.

One Minnesota location has a lighting system that adjusts to the natural sunlight within the restaurant. The chain also plans to install solar panels in 75 of its restaurants to reduce energy consumption during peak hours.

The Blacksburg location will feature energy efficient heating and air conditioning, as well as furniture made from recyclable materials.

The location, often referred to as the "hobby building," in reference to the past businesses it housed, is being updated to accommodate Chipotle's modern, green facilities.

A version of this article appeared in the Aug 25 issue of the Collegiate Times.