Chipotle vs. Qdoba vs. Panchero's (But Mostly Chipotle vs. Panchero's)
There's an Italian restaurant in downtown Rockford that my family loves to go to. We eat there so often that the owners know us by name and Mom can order "the usual" and they know exactly what she means. We can also tell when someone other than the usual chef is preparing the food. It's funny when that happens--it tastes like the chef used the same ingredients, and maybe even in the same proportions, but something just tastes different. Not bad necessarily, maybe not quite as good, but mostly different.
For me, Chipotle is like eating at that favorite restaurant when Joe is in the kitchen. Qdoba is my favorite restaurant when someone else is taking over for the night. And Panchero's is what happens when I try and recreate the recipe at home: edible, sure, but nowhere near as satisfying.
Panchero's recently opened in Rockford and, after eating there twice, I don't think I really care to go back. They're 50 cents cheaper than Chipotle, but their burritos are about $.75 smaller. The food doesn't taste near as good as Chipotle and their only point of differentiation seems to be their handmade tortillas.
Which brings me to a second point: marketing.
Chipotle has branded them selves pretty thoroughly--from their cups, to the paper they serve my burrito on, to their TV spots--as a health conscious, animal friendly* restaurant that is committed to serving good food and having fun doing it. Their pictures on the wall show that they care about where they've come from. The modern art, composed of metal and wood, show that they have some interest in preserving the culture their food is based on. Maybe it's not the most authentic Mexican food you've ever eaten, but at least they're not trying to serve me taco shells made out of Doritos (*ahem* Taco Bell).
So far, I haven't seen much real branding with Panchero's. The walls are merely multi-colored in purple and orange-yellow. The small attempts at decor don't seem to hail from any sort of culture. The only real attempt at marketing was found on the sticker adorning the sneeze shield. The sticker wanted to tell me about how awesomely fresh their handmade tortilla shells are, and they wanted to do it at the expense of an unnamed competitor (I can only assume they're poking at Chipotle).
In short, their branding seems to be, "We're better than them."
I hate that kind of marketing. It feels slimy whether it's coming from politicians or retail stores. If you can't tell me who you are and why I should trust you (as a person or a company) without belittling someone else, I'm afraid I don't believe you. And, seriously, of all the things to pick on: their burrito shells!? I have to give that a Gob-like "Come on!"
Also, can we talk about "bob" for a second. If you're not familiar with Panchero's, you should know about "bob". Bob is a little, red plastic tool that they use to pre-chew* your food for you. I don't like bob. As a matter of fact, I find bob insulting. I can chew my food for myself, thank you.
*At least as much as a omnivorian restaurant can be. :)
*My characterization, not theirs.