The hunt for the ‘next Chipotle’ is well documented (I got 21,500,000 results from a Google search).
And why shouldn’t restaurants aspire to attain that status? Chipotle tapped into the zeitgeist with a fast-casual model emphasizing freshness, quality, customizability, and the mantra ‘food with integrity.’ It’s a company that does good with enlightened employment practices and a commitment to sourcing humanely and sustainably-raised products. And it’s a company that does well–$1,000 invested in the company 10 years ago would now be worth more than $15 million. Crazy but true.
Thanks to Starbucks and Chipotle, customization is the new standard.
Today’s restaurant customers expect to control portion size and toppings, bowl or bun. They need gluten-free and vegan choices, optional toppings and drizzles, and a specific number of pumps of caramel in their lattés. Even old line fast food is jumping on the customization bandwagon as McDonald’s experiments with a build-your-own-burger menu and Pizza Hut rolls out a pizza builder. The ‘next Chipotle’ will undoubtedly follow suit.
It can’t just be about the food.
A meal at Chipotle is solid but unspectacular. What’s truly masterful is the way the company combines an unremarkable product with a socially conscious business model to forge a connection between the brand and its audience. The ‘next Chipotle’ would be well advised to seek a similarly integrated approach to cause marketing.
Here are the contenders, the startups, and the up-and-comers. Industry watchers believe that the ‘next Chipotle’ could be lurking in this list.