Chipotle Brown Rice - Healthy, but Disliked

Posted January 19th, 2008 by greg

I got an email a while ago asking if Chipotle had changed their rice recipe from white rice (rumored to be basmati rice) to a brown rice. Brown rice is basically a less processed form of the grain which is higher in fiber, is a little chewier, and has a toasted flavor to it. When given the choice, I tend to go for brown rice even though it’s a little less enjoyable in the mouth - my colon always thanks me.

Chipotle Serving Brown Rice

Anyway, the word is out: Chipotle is serving brown rice. Or, more specifically was serving brown rice. At least that was the case in a short trial that they ran in Denver. According to this Westwork article.

…long time Chipotle devotees questioned “why we would tinker with our formula.” Brown rice also turned out to be a bit of a nuisance, taking about twice as long to cook as white. Last week, Chipotle cut off the test run, allowing the restaurants to use up their brown stock before transitioning back to white. But that doesn’t mean that brown rice is off the table, so to speak. The company plans to test the rice in other markets before making a final decision.

Personally, I don’t mind improvements like this even if they mean deviating from what has worked so well over the years - especially if they could give the option between white and brown (I imagine they won’t).

All you Chipotle diet folks out there - what are your thoughts?

greg's blog

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Brown Rice

On January 20th, 2008 Troy (not verified) says:

Thanks for this information … I am not a “Chipotle Diet Folk,” but nevertheless would prefer brown rice over white anyday. I am a bit more health minded (That’s why I like Chipotle in the first place). Brown rice also costs more, so in addition to cooking time (higher labor costs), I would expect a higher priced burrito with brown rice, but if given the choice, I would go brown.

Don't forget about the White...that ain't Right

On January 21st, 2008 Justin Hall (not verified) says:

Brown is a much healthier option, but it wouldn’t change my burrito. Lets face it. I have basically eaten the same thing for 7 months. Change is not in my blood. I’m all for brown rice being an option, but not a permanent substitute for white rice. I’m for Chipotle offering both white and brown to attract more customers.

Frankly, I think they need to forget about the rice issue and think about getting rid of their medium green salsa. I never see anyone getting that. What’s up with having two medium salsa’s anyway. Two of the salsas don’t even look like salsa. One looks liked diced tomatoes and the other looks like whole kernal corn.

It is crazy how Chipotle literally took down their white rice operations for a few days. What a gutzy move. I think if my local restaurant pulled that on me I would behave like those people in the new whopper commercials where they literally tell them the whopper has been discontinued.

I’m done for now….tomorrow I eat another burrito.

loves me some salsas

On January 24th, 2008 greg says:

I agree - I think the brown should be an option, not a replacement.

I’m with troy on this one - I get different salsas on different burritos. Some days, all I want is mild and the green medium. Different flavors for different days.