Chipotle Is Finally Coming to Southwest Florida

All Southwest Florida Chipotle lovers can rejoice.

The popular Mexican grill restaurant is coming to Gulf Coast Town Center by the end of March, according to this Fort Myers News-Press article.

But before Chipotle opened in the Mercato in Naples, people planned trips to Sarasota, the next closest location, to stop at Chipotle—myself included.

A Facebook fan page called “Bring Chipotle to Fort Myers” has even sprung up.

Chipotle fans mean business.

“We see those kinds of fan sites pop up pretty regularly,” said Chris Arnold, spokesman for Chipotle. “It’s nice to know that there is interest already there for the restaurant.”

The brand’s success starts with its food quality, a result of its commitment to finding sustainable sources of food as well as its traditional style of cooking, he said.

But the fandom the brand receives isn’t really a determining factor when the company is looking to expand, he said.

Chipotle Has a Plan that Works

Chipotle has more than 1,600 restaurants, and opens new restaurants at a rate of 15 to 20 percent of its current units year over year, Arnold said.

“We’re going to open 185 to 195 this year,” he said. “It’s the most we’ve ever opened.”

Another of those locations will be a second Chipotle in Lee set to open sometime in late May at the former Clarion Hotel site, the News-Press article says.

“Generally when a brand gets as big as Chipotle, you don’t see that as much because consumers tend to feel that if they can get it everywhere, they don’t want it anywhere,” said Darren Tristano, executive vice president at Technomic, a Chicago-based food industry consulting firm.

Chipotle sets itself apart from other brands, too.

“They pay higher than minimum wage and they do promote from within,” he said. “Their staff are generally fans of the brand. … They like the culture and they’ve invested a lot in the culture.”