Chipotle in Baton Rouge: Why it matters

We first found out in December that Chipotle, the burrito chain that buys a significant portion of its meats from natural producers, will open in Baton Rouge on Highland Road and State Street, much to the delight of burrito lovers and natural foods enthusiasts. Chipotle has been on a tear recently, opening a blitz of new outlets nationwide. The LSU-based store will be the chain’s first in Louisiana. It now operates in 45 states.

Chipotle first hit my radar in 2007, when I heard then-marketing chief, Jim Adams, discuss the company’s decision to buy only humanely-raised pork at an International Association of Culinary Professionals conference. Company founder Steve Els had casted about for a solution to slow pork sales when he found an article that blamed pork’s bland flavor on modern farming and mass production. After working with a small farmer raising pigs the old fashioned way, Els decided using naturally-raised pork was a win-win. Sales began to soar, the company’s brand became associated with sustainable farming and a lot of small pig farmers had new options. The morning I heard Adams speak, (he’s now a pet food executive), he peppered his presentation with disturbing info about overcrowded hog farms just as platefuls of banquet bacon and eggs arrived before us. Lots of forks were promptly put down.

The company has also committed to using natural beef and is transitioning to using only natural chicken and dairy products. The gluten free crowd also likes Chipotle for its accommodating style. The restaurant will be situated next to a forthcoming Five Guys in the former Blockbuster Video, further signs that this once dreary section of Tiger Town is hitting a new stride. Here’s a recent story about how Chipotle’s buying power has helped the natural pork market expand. The restaurant should open this summer.