The Sip Advisor is a fan of spice in his beers and cocktails, so picking up a bottle of Rogue’s Chipotle Spirit was a no brainer. In honour of the liquor, I thought it would be good to look at the restaurant chain Chipotle Mexican Grill, of which I have visited on one occasion. Should I go back for more? Let’s weigh the evidence!
Today, Chipotle is worth an estimated value of over $22 billion, but its beginnings were much more humble. Founder Steve Ells launched the chain on July 13, 1993, with the first restaurant located in Denver, Colorado, financed thanks to an $80,000 loan from Ells’ father. The minimalist design that is common for Chipotle locations was based on Ells having to establish the original restaurant on a tight budget.
Fast food giant McDonald’s was an early investor in the Chipotle business, joining the venture when it was still a budding brand with only 14 outlets located around Denver. By the time McDonald’s pulled out of Chipotle (wow, that sounds pretty bad… or delicious… I don’t know!?) in 2006, Chipotle had over 500 stores around the country. Sure, the deal netted McDonald’s $1.5 billion, but Chipotle is worth so much more now.
Some Chipotle joints in Chicago have partnered with craft brewery 5 Rabbit Brewing, to serve their specially made 5 Vulture, which is brewed with ancho chili, and 5 Rabbit Golden Ale. Other expansion the company has taken on includes a pizza chain, Pizzeria Locale, as well as ShopHouse, a collection of Southeast Asian eateries.
Sports stars Russell Wilson, Bryce Harper, Abby Wambach, and Tony Hawk (among others) have received “Free Burritos” cards from Chipotle, which allows them free meals for one year. The offer has also been extended to folks outside of athletics, including rocker Steven Tyler of Aerosmith and comedian Gabriel Iglesias.
They may be rare, but free burrito coins for the franchise do exist. They boast: “In Burritos We Trust,” which is a message many of us can get behind. The coins sell for pretty decent money on eBay, but that seems counterproductive to the whole idea of a free meal.
Chipotle goes through a ton of avocados each day, 480,000 to be exact… or at least estimated. 60 avocados go into each batch of guacamole, which also included red onions, cilantro, jalapenos, lime juice, and salt. Musician Jason Mraz is one of the folks that owns an avocado farm which supplies Chipotle.
While not an officially recognized world record, Matt ‘Megatoad’ Stonie can destroy a Chipotle burrito in 35 seconds. He has also been recorded eating four burritos and downing a Diet Coke (gotta save calories somewhere!) in just three minutes.
Although first established in Denver, Colorado, Chipotle has become a sponsor of both the Boston Celtics (NBA) and Boston Bruins (NHL). It looks like teams in Colorado missed jumping aboard the burrito train and Boston fans can thank them for that.
Lastly, Chipotle delivery trucks warn that “Drivers Do Not Carry Burritos,” which puts my draft for a food truck heist movie on hold. It would have starred John Cho and Kal Penn and been the fourth installment in the Harold & Kumar franchise, seeing the two stoners in need of satisfying their munchies, with a cameo from Neil Patrick Harris as the truck driver. That actually sounds better than most of the drivel in theatres today!
Flavour Revolution: Berry Caliente
- 1.5 oz Chipotle Spirit
- Top with Wildberry Juice
- Splash of Lemon Juice
- Dash of Simple Syrup
- Garnish with a Lemon Wedge
Chipotle means smoked chili and is derived from the Náhuatl (Aztec) word “chilpoctli”. Rogue also now has a Chipotle Whiskey, which looks pretty darn good and will be added to the Sip Advisor’s ‘I Want to Taste That’ list!
Sip Advisor Bar Notes (4 Sips out of 5):
I really liked the smokiness of this drink, thanks to the Chipotle Spirit. The Wildberry Juice also played an important part, while the Lemon Juice gave it just enough zest to complete the cocktail.