May 12, 2008

Chipotle's hires marketing genius who can't add

Restaurants have fought to keep calories off of the menu. Now that New York City requires it, here's a new way of keeping the consumer in the dark: lie about it.

The blog Midtown Lunch found that Chipotle's calorie numbers just don't add up. They put the range for a burriot as 420-918 calories. But as I found out just using Chipotle's own numbers on the website, you really can't have a burrito for less than 1,000 calories.

Midtown Lunch says:

Let’s take the basic burrito as an example. The Chipotle in my building has the range for any Burrito as 420-918 calories. Common sense might cause somebody to think “Hmmm, low probably refers to the vegetarian burrito, high is burrito with some sort of fatty meat”. That would be a faulty assumption.

According to the nutritional information on the Chipotle website, the flour tortilla *alone* is 290 calories, leaving one to wonder, what exactly is in this 420 calorie burrito?

So, by process of elimination, if you want a burrito on the low range of the calorie scale (420), you will be ordering a flour tortilla, filled with vegetarian black beans. No salsa. No sour cream. No rice. No cheese. Can that even be considered a burrito? Has anybody ordered a burrito like that? Ever?

The NY Post lists the Mexican Grilled Chicken Burrito at 1179, a full 250+ calories higher than any range listed on the Chipotle Menu.

When I first discovered Chipotle's my wife, thought the beans, rice and chicken would be a healthy alternative to the rest of the fast food restaurants. How wrong were we? A lot it turns out. We skip Chipotle's all together now. There's nothing good about gigantic sizes of calories disguised as healthy food.

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