Burgers vs Burritos

From burgers to burritos, the fast food industry is getting up close and personal with consumers. Chipotle has pioneered the "fast casual" dining experience by combining quality food, and efficiency with a side of human interaction. As the popularity of "fast casual" dining increases, McDonalds is catering to the demand by allowing customers to customize burgers in the newly launched "Create Your Taste" campaign. But will costumers respond with "I'm lovin it?"

The first Chipotle opened in 1993 and was the start of a fast food revolution. Founder Steve Ells wanted to provide costumers with affordable healthy food. Chipotle describes their products as "Food with Integrity" by using organic ingredients, and naturally raised meat. "High quality" food, personalized meals and a trendy laid back atmosphere is a recipe for success. Chipotle takes fast food to the next level by creating a "fast causal" dining experience. Costumers play an integral role in the creation of their meal. They interact with employees and are able to directly control what they want. The freedom to personalize your meal allows customers to develop a personal connection with the food as well as the brand. Chipotle claims their vegetables are purchased from local markets. 

Chipotle defines "local sources" as within an 350 mile radius from the restaurant. The "locally sourced" ingredients include onion, avocados, peppers, tomatoes, jalapeños and cilantro. Chipotle also claims to use products that contain minimal GMO's. However Chipotle chicken, steak, fajita, vegetables, rice, tortilla chips, and tortilla chips contain either corn or soil bean oil which contain GMO's. Regardless of the technicalities, Chipotle thrives on promoting individual and environmental health. They have taken drastic measures in order to reinforce their values.The Scarecrow is a powerful ad campaign that paints a daunting picture of the nature of the food industry and how Chipotle refuses to conform. Chipotle has won the hearts of millennials 

and forced competitors to reevaluate their means of production.   

In 1998, the McDonalds corporation invested in Chipotle and they remained business partners until 2006. Even though McDonalds was an influential factor in the raising success of Chipotle, the companies are competing in a head-to-head match to win over millennials. McDonalds has experienced a 4.6% drop in sales revenue from last year and is struggling to transform their image from fast food to fast casual.  

McDonalds is currently experimenting with a touch screen burger customization system in southern California franchises. The "Create Your Taste" feature places power in the consumer's fingertips. By using an iPad, customers have the ability to personalize their sandwich from bun to bun and everything in between. However, new technology comes at a price.

The average cost of a McDonalds sandwich is 

between $3-$5 but with "Create Your Taste" the price increases to around $8. McDonalds plans to expand "Create Your Taste" to 2,000 of it's 14,000 US locations. 

Morgan Spurlock's documentary Super Size Me 

the McDonalds brand is synonymous 

with poor quality food, high calorie count, 

obesity and long term health problems.

Chipotle and McDonalds have had a profound influence on the American fast food industry. McDonalds has mastered assembly line production techniques and created a framework for companies to either implement or refine. Chipotle incorporates similar methods of production but integrates the customer in the process. Despite the push toward individualism, the company remains in control. They provide the choices in which we choose and the price we pay. Regardless of whether we purchase food from a restaurant or supermarket we are systematically controlled by the institution. We only know what companies advertise and base our choices on a brand rather than the product. 

"Shoppers' freedom of choice was born in a cage. What we have come to believe in as 'unfettered freedom to consume' was always intended to be guided by chickenwire." 

Test your fast food knowledge by clicking the link below!

Can you spot the healthier fast food item?

http://www.buzzfeed.com/mariahsummers/chipotle-hates-mcdonalds#.hxbAppGQL

https://www.youtube.com/watch?v=nYZgWYZlAZU
http://qz.com/308551/why-mcdonalds-is-getting-more-serious-about-custom-built-burgers/