9th grade Chipotle Deconstruction

Aurelia, Naomi & Mami English 9Q Mr. Loewen October 1, 2008

Fourteen years and 775 restaurants after its founding, Chipotle continues to be a successful fast-food chain. Certain literary devices affect our experiences at restaurants. For example, Chipotle uses metaphors, tone and mood, syntax and diction, theme, symbols and imagery to establish its Mexican-themed, urban fastfood restaurant.

There are many metaphors in chipotle restaurants, which use modern-day concerns to their advantage. A sign, for example, with the slogan “one step closer to a smaller footprint” refers to recycling. The size of one’s ecological footprint is determined by what you do to help the environment; therefore the sign meant the store was doing something to help (such as offering recycling bins). Consumers of the 21st century are more concerned with the environment than ever before, so it’s an obvious marketing choice to promote “going green”.

Another metaphor found in the chipotle store was “meat, no prescription needed”. This is another positive metaphor; because it criticizes the unhealthy practice of giving live-stock antibiotics in their feed. Antibiotics are one of the most publicized food concerns in America, because of their dismal effects on both humans and animals. Cancer-causing nitrofuran is just one of many abnormalities developed by animals fed antibiotics.

Advertising meat that is hormone-free is common in almost every grocery store/restaurant, because consumers are rightfully afraid of the health risk.

The tone and mood of Chipotle restaurants help create a welcoming yet controlled environment. There are multiple cash registers, condiment bars, and tables, but there is still a lot of walking space; making the store practical; user friendly. Loud music and long lines imply a rushed and impatient setting. Most ornaments are organized and neat, while some parts of the store are still under construction. All food is served with a Mexican spin, even if it’s just a normal salad. Incorporating foreign cultures into their menu often helps restaurants attract customers by establishing a theme; particularly if that theme is familiar to the United States. Mexican food is naturally embedded in American society,

because when Texas was taken from Mexico, the food was integrated into their.

Overall, the restaurant has a simple, informal atmosphere.

The syntax and diction that Chipotle uses throughout their menu and posters around the restaurant contribute to the creation of an informal, organized, contemporary, popular, environmentfriendly and foreign restaurant. Spotted in the menu, Chipotle placed the advertising statement, ‘Pay up.

Chow down.’ The syntax of this statement is imperative, indicating the organized and quick performance of Chipotle. The word, ‘chow’ falls under the diction of regular, day-to-day language, which shows that the restaurant is contemporary and popular and informal. Chipotle’s menu also includes many Mexican terms such as fajita and enchilada.

Using this diction, Chipotle wants to emphasize its Mexican connections and foreign themed restaurant. Hung above the recycling bin, there is a poster in the restaurant that says, ‘One step towards a smaller footprint.’ The message that Chipotle brings to the audience is that this restaurant respects the environment. When the poster is first seen, the reader is slightly confused and tries to understand. The successful combination of the diction and syntax grabs the audience and hands over the message.

The themes of the restaurant, Chipotle are mainly concentrated on the exposure of Mexican culture and the organized, quick and easy service. The foreign music, menu diction and Mayan sculptures, located around the room are the main contributors to the theme. The sculptures symbolize Mexican culture and the designer of Chipotle probably intended to give the audience a sense of Mexican culture and foreign mood.

Using diction from Mexican origin, makes the audience think of Mexico. Of course, another main contributor is the Mexican food which definitely themes the restaurant. Also by having a walk through and order counter, Chipotle could be themed as quick and easy.

The Mexican, zesty, restaurant Chipotle captures its customers with its many imagery which lure them in, the most dominant ones being its abstract Mayan sculptures, its vibrant food descriptions, and its past restaurant images. Chipotle, being a Mexican themed restaurant, ornates its walls with many abstract Mayan Sculptures. Made of wood and metal, these Mayan sculptures are used to represent this Mexican atmosphere, contrasting with the post-modern look. Maya people are diverse ranges of the Native American people of southern Mexico and northern Central America. Not only do

these sculptures promote a Mexican theme but it also can represent the cultural clash between American and Mexican just as southern Mexico and Northern Central America. Chipotle’s use of great appetite tempting adjectives and Mexican words draws people in. Braised chicken, Crispy tacos sautéed peppers; all of these exciting words to describe the food just attracts the audience and charms them into the delicious food. Images contain history, just like Chipotle’s previous restaurant images. The sense of having Chipotle’s older photos of their past districts shows the audiences that they have began somewhere and have worked their way up to where they stand now. It also gives them the sense that they are a good company because they have been around for awhile.

Symbolism can be defined as the practice of representing things by means of symbols. Chipotle represents things by means of symbolism such as using a Chipotle Chili Pepper and recycling. Mexican food best known for its intense and varied flavors, colorful decoration, and variety of spices one of the most dominant spices being Chili. The Chipotle pepper symbolizes the restaurants spiciness of their food. Not in the way that the food is spicy but in the way that their food is so savory, and picante. Another important symbol found in Chipotle is the recycling triangle. It symbolizes the respect that the restaurant has for the environment.

Chipotle

In the popularly known restaurant Chipotle wanted to keep something that was very popular. This is fast service but to offer different food in a different setting to draw in people either sick or did not really like the whole approach of burgers and fries. When analyzed this restaurant shows us the symbols, themes, and metaphors throughout the restaurant. It just states that were not just another restaurant who’s food is the same old thing.

One of the main symbols in Chipotle is the chipotle pepper. It gives us the feeling that the food here is spicy and its somewhat authentic Mexican. It also suggests that it is very different from Mc Donald. It is the exact same company but it offers a different product that’s fast and simple. It has different variations for example more choices between a burrito and a taco what type of meat you want and other choices as well. It also brings a new feel there are no yellow arches and it sort of more south western type of food. It’s a totally different environment from that of burgers and fries.

Some of the imagery in the chipotle is the Aztec representations in aluminum. They use very simple colors that follow a lot of Mexican culture. You get the feel that you have been in a Mexican restaurant with a lot of symbols throughout the restaurant. You’re surroundings have to do with exposed pipes, hard surfaces, an edgy and really chic look which is really cool and hip. Music played also helps you focus on an image. At a lot of Chipotle’s they will have music from Latin America or from México in particular Music that is played in Chipotle is either techno or has guitars. The music tends to stay within these two genres and is played quite loudly. This does not make you feel “pumped up” and it is not relaxing either, it is an in‐ between state. The restaurant is organized but not super clean. The decorations are mostly made out of metal; few are made of wood.

There are many metal pipes and the food counter reminds one of a factory conveyor belt. The setup is not pleasing to the eye and gives

a factory‐like vibe. The factory style setup, the speed and efficiency reminds one of “fast food”.

In addition to the factory theme, Chipotle also incorporates some Mexican/Aztec decorations. The decorations and the arrangement of the furniture are not fancy and make the restaurant informal. The air in the restaurant is filled with spices; it could make one cough.

Throughout Chipotle there are many phrases used that would catch one’s attention, such as, “one step towards a smaller footprint” or “I made the guacamole”. These phrases describe the attitude of the restaurant; efficient, fast, and environmentally friendly nature. These phrases are also found imprinted on the t‐ shirts and the hats that Chipotle has for sale. The menu is reader‐friendly and it clearly states the prices and describes the items. The phrases and the sentences can effectively make one person more interested in the restaurant.

Chipotle provides information about common topics that a person who would eat there would like to know about. Chipotle states that their meats are free of antibiotics and growth‐added hormones. They boast that their poultry and cattle are fed a vegetarian diet and are humanely raised.

All of the metaphors and similes in Chipotle have a feel of organization, efficiency and speed. One of these, “pay up, chow down” is trying to give the impression that the restaurant is fast‐paced and efficient, while it all works smoothly. The metaphor “Meat, no prescription needed” Is an attempt to distinguish itself from the other main‐streams restaurants that have menus and you have to wait for the food. “I made the chicken today” Shows that they every one of the workers have their own separate jobs and that it is organized.

The general theme in the restaurant is using only the necessities. Only basic things are used in the general construction. The assembly of the restaurant is principally wood and metal. There is absolutely no elegant or chic paint or remodeling that is trying to make the restaurant look better than it really is. There is also a lot of “unfinished” work in the restaurant such as, the air duct, most restaurants would put it out of the way or try to conceal it. The pipes, which were used as footrests, weren’t painted either so they looked rusty. There was also a siren with a bell near the door. All three of these things give it a factory feel that gives it an industrialized, organized, efficient, basic feel.

In conclusion chipotle tells us that the food isn’t like everyone else’s. if gives you the feeling that even though you have gone their more than once it will feel like a new experience all the time. This is what makes chipotle so successful by giving us the choice to have what we want. How maybe you’re going to get something different when you go there and you know it will never be your last time there.

You walk into Chipotle, a tight, loud hole-in-the-wall where even the air is saturated with the smell of red pepper. The first impression you get is the loudness of the random music. It feels as if you are walking on the streets of Mexico City, tightly-packed, rushing to be on time for your morning bus. In this frantic atmosphere you sit down to taste your fresh burrito. Now you can take a moment to look around, catch your breath.

The simple steel lighting sets the tone for the whole place. Straight metal rods lead your gaze up to the bare ceiling. You shudder from the coldness and the glint of the aluminum air-vents overhead. The setting is full of sharp details. Even the wooden imitations of Aztec bas-reliefs irregularly spaced along the wall have aluminum hooks, claws and pins. The effect is careless and unwelcoming.

The symbolism in the restaurant has a strong Latin American twist to it. Though very rigid, it gives you a good idea of what the goals and ideas of the designers were: contribution to the old, Mexican theme using modern ‘tools’.

Elements of the eatery are made to give the feeling of a Mexican saloon. The shape of the restaurant - a perfect square, the Spanish phrases on the workers’ shirts, the furniture, the floor – it almost disappears, leaving you thinking it is bare ground.

A large amount of the subtext is dedicated to the problem of recycling. “One step towards a smaller footprint”. This metaphor expresses how man has left such a huge footprint of trash on our Earth. Recycling glass, plastic and paper is a relatively modern solution to the problem. This shows the customers that the restaurant is up to date .“Viva la Revolucion”- by going, one is participating in this venture.

Glancing back up at the menu over the counter you might notice its simplicity. Steak, cheese, salsa, guacamole and a few other building blocks. In response to Chipotle’s brusque syntax, the urge you get is “Pay up. Chow down.” and get OUT! Industrial: This is the mood that gathers all the elements of the surrounding. Chipotle is an eating factory!

Big portions, simple fare, recycling, loud noises, many of the customers on lunchbreak from tough, bluecollar jobs up and down Connecticut Avenue. Chipotle plays a functional, utilitarian role at the busy intersection of people’s daily labors.