Any Salsa as long as it's ...
Chipotle Mexican Grill opened its Clayton outlet on the corner of Forsyth and Central last week. On Wednesday it ran a free Burrito promotion and lines snaked out the door all day. On Thursday, the crowds were manageable and I got in for a taste.
Let me say up front (and often) that I think it's a great chain--probably one of the best in the country. But I have issues. The experience is very much food as assembly line--think Subway on steroids. Prior to hitting the line, you are prepped with a manifesto cheerfully concealed as menu, "First time to Chipotle? Here's how it works." Everything is designed to minimize the "dawdle" factor. Not a bad thing, unless of course you are one who likes to mull over options. Henry Ford realized early on that options slow down the assembly line -- thus his famous quip, "any color as long as it's black." You have some choices at Chipotle, but not many. Soft corn tortillas - sorry. A couple of sprigs of cilantro - it's in the rice. A squeeze of lime, some diced pineapple, grated radish - nope, nada, not today. There are in fact four choices of salsa. The hottest -- a Tomatillo-Red Chili number with a smoky complex tang -- doesn't hit the red line on the Scoville scale. The problem is that they are only available to the workers on other side of the line. No salsa bar. If you ask, they will cheerfully give you a side of salsa. But you have to ask and that adds to the dawdle factor.
There's only one product at Chipotle -- the burrito. Everything else is a variation on that theme. Burrito without the tortilla--that's a Burrito Bol. Burrito not wrapped--that's the Tacos (also without the rice and beans). This is fine. Know what you do and do it well. The burrito itself is several Degrees of Separation from its Tex-Mex kin. The proximate inspiration is the Mission Burrito, a weighty slug of rice, beans, meat, and condiments wrapped tightly in a steam saturated flour tortilla that became a defining food of the San Fransisco's Mission District in the 80's and 90's.
My issue with Chipotle really isn't Chipotle. They do all kinds of right things. Their meat comes from animals raised with room to roam and without antibiotics or grow factor supplements. The food is fresh, without trans fats or added sugars. The are arguably an example of Slow Food fast food. Packaging is minimal using unbleached paper. The design is a kind of cheerful industrial chic, using recycled content in the unadorned galvanised and stainless steel.
My issue is the Chipotlians -- the fans who rave about the "great Mexican food". I heard this phrase bobbing out of the buzz at several places in Clayton last week. Lookit, A, it is not Mexican food. B, it is great only in the context of fast food. In a broader context it rates, maybe, "pretty good". This is not a curmungendly rant on the semantics of Mexican food (well it is, but there's more). The deeper point is about what chains (even very good chains) do to food. Diversity is a really good thing in food. Choice is a really good thing. I fume about not having more choices for garnishes on my tacos (I prefer the tacos to the burrito -- I can skip the rice and they will do an assortment of meats). If I really didn't want to put up with it, I could go somewhere else -- if there is somewhere else to go. Biological diversity is destroyed when agribuisness focuses on a dozen profitable crops and herbicides everything else into submission. Main street diversity is destroyed when Big Box Mart opens a superstore out by the highway. Food chains (even very good ones) destroy diversity by codifying and promoting a single vision of what a product should be. The scores of SF taquerias created choices -- choirizo, lenqua (beef tongue), sesos (brain) or Briria (goat) -- not necessarily ones that everyone wants. But that's part of the energy, the excitement of food; being able to go down the block and see how the other guy does it -- the antithesis of the stultifying sameness of most chains.
If the Chipotlians are stepping up from Taco Bell or JIB -- great. Forsyth and Central is the hot corner of Clayton. Krispy Kream couldn't make it and before that there was a Taco Bell. Chipotle has pushed them aside. What a very different world it would be if Chipotle was the bottom rung on the food ladder. But it is up to Chipotlians to get us there. Go have your Carnitas burrito this week. But go down the street to ZuZu's the next day. And check out Chuy's and Arceila's next week. And after that Primo Taqueria, El Burrio Loco, or Taqueria El Torito. Then come back and we can talk about "Best Mexican."
A cold station stood across from the fryers. From it came the Shanghai Steak and Noodle Salad. What a kick-ass salad. Chunks of mango, shreds of Napa, and slivers of carrots were tossed with noddles, mint, and basil in a screaming rice vinegar, sesame oil, chili paste dressing. Three or four slices of chewy, peppery beef were laid on top and the whole thing rocked your mouth with every bite. Most Asian salads you find in St. Louis tend to be sedate, solemn, gaze-at-the-water-lilies-from-the-bridge affairs. When they are assertive it is more often from a bungled hand on the sesame oil bottle. Mac Murry displayed a Kurosawa deftness with his ingredients--each shouting for attention, each playing its role in a larger gustatory kaleidoscope.
