The perfect burrito?

June 7, 2007 3:37 AM

Help me make my burrito restaurant better.

So, I run a chain of burrito restaurants. Well, don't know about the chain part, but we currently have two restaurants with plans for further expansion.

We make burritos and quesadillas "assembly-line" style, similar to places like Chipotle. We both have specialty burritos (the ingredients are pre-picked as in bbq, greek burritos) and customers can also pick the ingredients for their own burritos. We serve big burritos, San Francisco style, and we're not pretending or trying to be an authentic Mexican restaurant.

At the moment we're looking at everything regarding our food. How we make it, how we serve it, and we also have plans to expand our menu. So, I'm looking for your help, burrito lovers. What would you do? What do you look for in a burrito restaurant?

I know it's of course hard to say since you haven't visited my restaurant, but it's good to get a different perspective and hopefully some new ideas.

- What sort of specialty burritos do you like?
- What do you like about your favorite burrito restaurant?
- How would you improve your favorite burrito resturant?
- What do you think is the most important part of the burrito?
- How important is variety? Many salsas/types of tortillas/meat?
- Anything else?

All the help is greatly appreciated. :-)

posted by einarorn to food & drink (94 comments total)

Do you serve potato burritos? Cubed potatoes and onions, fried, with melted jack and sour cream and salsa?
posted by bricoleur at 3:57 AM on June 7, 2007

I've lived in both San Francisco and San Diego and had my fair share of various types of burritos so I hope my opinion helps!

- What sort of specialty burritos do you like?
The California burrito is unique and a must have for me and my friends. In case you are not familiar with them, it is a carne asada with french fries or potatoes (no rice). We prefer the ones with fries.
I really like the fish burrito from Wahoos. It's crispy with a subtle spice unlike the ones from Fins or Rubios, which tend to be soggy.
I personally like burrito bowls but they cause lots of heated debates with my friends. :)

- What do you like about your favorite burrito restaurant?
Quick service. Relaxed atmosphere: I want to be able to comfortably hang out with a group of friends or stop in with a buddy during the day. To die for salsa: either chunky like rubios or blended like hole in the wall mexican places, doesn't matter as long as it's tasty and FREE. My favourites are not chains, but hole in the walls. I like getting to know the owners who usually work the counter.

- How would you improve your favorite burrito resturant?
My favorites (yes I have several) tended to cater toward college aged people so my biggest complaint was that the bathroom sucked with only one and often dirty. I begrudge the nicer chain places for charging me extra for sour cream and guacamole.

- What do you think is the most important part of the burrito?
Tortilla. Huge and soft. You can't go wrong with plain flour but I know the green spinach ones are quite popular as well.

- How important is variety? Many salsas/types of tortillas/meat?
I don't think the variety is that important to me. Although, I do like La Salsa for their variety of salsas but you expect that from their name (love the mango salsa!). Oh and Wahoo's avacado salsa with their rice: OH MY GOD. On the otherhand, like I mentioned, the crazy popular hole in the wall places will only have one type of salsa and the basic meats but it's damn good. So to me, it is more important that the few things offered is done really really well, rather than many things being just ok.

- Anything else?
I didn't notice them as much in SF (may have changed since I've moved) but down south it was common to have a salsa bar that also had spicy carrots, jalepenos for the taking, chopped onions, cilantro, etc... Also offered Mexican drinks like horchacha.

Where is your restaurant??? I've been dying for a decent burrito since I moved to the UK so I'm always craving one as soon as I go back to San Francisco for the holidays.
Please let me know if you need info/test tasters!!! :) I'm so deprived I can talk about burritos all day.
posted by like_neon at 4:03 AM on June 7, 2007

I found that a burrito made in the crappiest roadside stand in Mexico is better than what you get in expensive places in America. American stands have better meat, better cheese, better beans, fresher veggies and many have a wide selection of pepper sauces. The thing they lack is fresh-made tortillas.

Its sad too, because some of the stands I went to in Mexico were essentially shacks made of old milk crates and the 'griddle' was a sheet of metal over a what amounts to bowl of sterno. They don't have running water or electricity. You see these little old ladies with huge knuckles destroyed by arthritis grab a handful of batter and smear it on the piece of metal, and it strikes you as almost barbaric in its simplicity. Only a few minutes of frying and scoop up some beans and maybe some goat and what you get is the best damned burrito you ever tasted.

What I wonder is why bonified restaurants, with stoves and equipment can't keep up with little on ladies in a shack. Instead of making their own tortillas they buy them in bulk, pale and stale. Some places have a special tortilla steamer that turns the pre-packaged things into a floppy stale piece of gooey tastelessness.

So what I want is tortillas that are made fresh on demand.
posted by Osmanthus at 4:15 AM on June 7, 2007 [1 favorite]

By biggest complaint about the burrito places here (aside from parking, but that's a city issue) is that you can't get rice without cilantro. I pick a salsa that is hotter than I would normally order because of the cilantro too. I also don't like eating out of a basket - if I'm not going to take the foil off of thte burrito, I don't need a plate - if I want to remove the foil, it's hard to cut, etc. in a plastic basket.

Also, if you're not going to go with fresh tortillas, at least steam/heat them. Dry, cracking tortillas are the fastest way to ensure I won't come back...
posted by blackkar at 4:17 AM on June 7, 2007

While a plethora of salsa options is neat, I hate hate hate needing to scoop them on to my burrito after construction. If you have many salsas/sauces/etc, please make sure patrons have the option to have them included in the burrito!
posted by robocop is bleeding at 4:25 AM on June 7, 2007

1.) Don't worry about ethnic authenticity. It's overrated. Worry about taste. We have plenty of "authentic" restaurants opened by recent immigrants. Imagine my surprise when my taco came with bland white cheese and radishes instead of cheddar and lettuce. Sorry, call me a philistine, but I prefer the bastardized American Mexican cuisine.

2.) I recently found a "smoky bacon chipotle sauce" that I'm never without. Very tasty and satisfying. I keep a bottle at work and forgo what they offer at the local grill. They seem to be fixated on the "hotness" (which they confuse with spicy). Any fool can make a sauce that's too hot to eat -- just add capsaicin or tabasco. I'd concentrate on finding a few extra sauces that taste good. Maybe you can come up with something that will set you apart.
posted by RavinDave at 4:28 AM on June 7, 2007

Nthing the importance of a good tortilla.
Salsa - I don't need a million kinds, but a couple there are all tasty will suffice: a very spicy, a nice pico de gallo, and a corn will do for me.
Guacamole - I love the stuff and can't get enough of it. Make sure yours is good and (I assume this is the case) make sure the specialty burritos revolve around it.
Rice - I love the cilantro/lime/salt rice of a Chipotle type place but I can understand that some people don't like it. Howabout a rice-option for the burrito? When I make burritos at home, I pack them with this kind of rice; sure, it may not be 'authentic' but what you're going for here is quality and not genuineness. And it's damn tasty in a burrito.
Alcohol - You don't mention if you have a liquor license. If not, then getting that and being able to sell some (Mexican) beer would definitely be a bonus for the place.
Nachos - do you have nachos? You don't mention it. If you did and also had the beer, then that would be a big draw for people looking to hang out and not necessarily have a big meal. If you advertise around the local college or something (Tuesdays 2-1 Coronas with purchase of Nachos/Quesadilla!) then I'm sure you'd get a crowd.
Good luck!
I'm in Australia right now and haven't had a good burrito in ages. So glad I'm coming stateside this weekend...
posted by shokod at 4:29 AM on June 7, 2007

- What sort of specialty burritos do you like?

Ones with refried black beans and cactus (nopales)

- What do you like about your favorite burrito restaurant?

They have a good selection of Mexican beers, i.e. all of them (especially Negro Modelo)

- How would you improve your favorite burrito resturant?

Fresh tortilla chips

- What do you think is the most important part of the burrito?

The extras

- How important is variety? Many salsas/types of tortillas/meat?

Very important
posted by chuckdarwin at 4:32 AM on June 7, 2007

Two things:
1.) Offer whole grain options. Whole wheat tortillas, brown rice, etc.

2.) Keep your rice and tortillas vegetarian (including non-animal frying fat for the tortilla chips), and make this well-known. If you can segregate vegetarian items in the kitchen (separate grill, fryer, utensils) you will make a lot of people happy, and attract some people who otherwise wouldn't come.
posted by textilephile at 4:52 AM on June 7, 2007

My favorite burrito place offers, for beans: black, refried, and chili. The chili is awesome. Good chili certainly has a place on a burrito, particularly for vegetarians.

That place (Neato Burrito) has those beans, three salsas, and three or so meat choices plus hummus. There isn't a huge selection of any particular thing, but that's okay, because every burrito they make is amazing. They also have one more out-there special burrito of the day. The menu is on the website. For them, it's not so much "lots of things" as it is "everything is good."
posted by The Michael The at 5:01 AM on June 7, 2007

I am from Southern California and Northern California. Dined on burritos almost nightly for two years . . . What makes a good burrito for me is all about the balance of moistness (but not too wet!) in my burrito:
-good guacamole (like shokod I can't get enough of the stuff)
-fresh pico de gallo (with and without jalapenos)
-another spicy salsa
-Yes! fresh tortillas and well-steamed.
-the MEAT (no one's mentioned this yet). Do you have grilled and stewed varieties of chicken and pork (e.g., carnitas and al pastor.) Good stewed burrito meat tends toward the very salty, but very flavorful and of course adds good moistness.
-don't overstuff with rice
-make sure you have a good vegetarian burrito!

I don't need a ton of variety or fancy extras (e.g., spinach tortillas or corn salsa), but I like the regular vs. super option (guac, cheese, sour cream. . . )
posted by picklebird at 5:02 AM on June 7, 2007

When I visit an assembly-line burrito restaurant, I almost always become a repeat customer if they have good fish tacos. In order to make them, you will need at least: fresh cilantro, limes, red onions, spicy tartar sauce, and of course, good fried fish. Bonus for purple cabbage, fresh jalapeno, and good guacamole.
posted by breaks the guidelines? at 5:05 AM on June 7, 2007

I wanted to nth the beer suggestion, bonus points if you have something other than corona, which is all right but there's so many choices out there! Dos Equis for a corona alternative, negro modello as mentioned to beef up an order of chips and salsa.
posted by like_neon at 5:09 AM on June 7, 2007

I went crazy for breakfast burritto's during the big balloon lift in Albuquerque last fall. I think it was the hash or grits or whatever was int there, and something about them being "pre-made" seemed to make them better to me too. I think they were assembled but before I got it, they steamed it.
posted by thilmony at 5:17 AM on June 7, 2007

We have a place down here called Nacho Mama's. It's an asembly-line burrito place that doesn't really try to be mexican and has a variety of styles. When I go there, I'm looking for three things:

Fast

Filling

inexpensive

It also helps that they make fantastic margaritas.

posted by Mr. Gunn at 5:20 AM on June 7, 2007

You know what occurs to me: virtually none of the burrito joints around here have any sort of dessert. Whatever happened to "sopapillos" and such?
posted by RavinDave at 5:21 AM on June 7, 2007

A mole sauce might be nice. I can never make it at home because my family doesn't like it. Others might be in the same boat as it's a love it/hate it kind of thing.

I'll second picklebird on the overstuffed rice thing. I've noticed a growing amount of rice filling at my local burrito shop lately, and no sir, I don't like it.

Favorite filling would be a carnita-style pork, heavily spiced and simmered in beer with a nice crispy crust.
posted by Otis at 5:24 AM on June 7, 2007

I was reading all of these mouth-watering comments and thinking, what about fish?, until someone mentioned that. The curious thing is that I've never seen a fish burrito, as opposed to a fish taco. Is that because fish is more expensive, and putting it in a burrito would obscure it?
posted by Clyde Mnestra at 5:33 AM on June 7, 2007

have a cheap brown bag option; just beans, rice, and cheese, wrapped up and dropped in a bag topped off with tortilla chips.

i think The Michael The is right that having vegetarian rice and tortillas can set you apart from the pack, though I consider vegetarian tortillas sacrilege (as are whole wheat, for that matter).

burritos should be moist and never need to be eaten with flatware.

also, breakfast burritos with potatoes, bacon, eggs, and avocado, any time of day.

and please, make your guacamole chunky. feel free to beat some of it to a pulp, but add diced avocado to it.

eclectic thought list, i know, but i hope it helps.
posted by bryak at 5:34 AM on June 7, 2007

Anecdotally, I usually make snap judgments about Mexican restaurants by the quality of their guacamole--if it's obviously out of a can, I usually won't come back, because it seems to be heavily correlated with subpar ingredients everywhere else in the food. If you're making your own on the premises, you're ahead of the game.

Nthing the good tortilla advice too--really good ones can cover for just about anything else in the burrito that's not quite up to standard. If you're using premium ingredients and burritos you cook up fresh, I'll fly out to San Francisco for one.

I don't think an enormous variety is all that important. If your customers are anything like the folks I know, they'll find something they like and latch on for dear life. So long as you make one really exceptional burrito, you'll keep the repeat business coming in, and build cachet by word-of-mouth
posted by Mayor West at 5:35 AM on June 7, 2007

I'm from California and I wish we had a decent burrito place here in Toronto.

What I would really like to see is a build your own burrito type thing, where you have a list of fillings and prices, kind of like pizza places have. I'm kind of picky what I want on my burrito, and so is my husband.

I stopped going to a place around here that had ok burritos, but I had to ask them to hold certain things that come standard (no hot sauce on mine, no cheese on his, no weird mayonnaise type sauce or raw bell peppers on either one) and they constantly would mess up and have to remake it, getting very irritated at me, sometimes even suggesting that I just take the burrito they had made anyway and pick the bell peppers out. I would be very polite and specific and clear about what I didn't want on the burrito and almost every time they made put stuff on it I didn't want. If I thought I could get a burrito with what I wanted on it with no hassles, I'd be in there at least once a week.

I'd love a salsa bar with lots of different salsas, limes and cilantro too.
posted by Melsky at 5:42 AM on June 7, 2007

have at least three vegetarian options, if not more.

maybe expand a big into the caribbean palate--plantains, beef with allspice, garlic, and onion, maybe a cubano (turkey, ham, pork, swiss, pickles).

i once had a sweet potato and black bean burrito in new york (of all places!) and it was super.

an option to do a salad instead of a burrito will make the place more appealing to your friend on a diet.
posted by thinkingwoman at 5:45 AM on June 7, 2007

I recommend you put out customer feedback cards that ask questions along the lines of:

- What sort of specialty burritos do you like?
- What do you like about your favorite burrito restaurant?
- How would you improve your favorite burrito resturant?
- What do you think is the most important part of the burrito?
- How important is variety? Many salsas/types of tortillas/meat?
- Anything else?


I'm sure you're getting some useful answers here, but it never hurts to ask the people who are actually BUYING your burritos.
posted by hermitosis at 5:47 AM on June 7, 2007

My favorite burrito joint here is Tijuana Flats. They have over 100 hot sauces you can buy and a bar (much like ketchup dispensers) that has about 10 from mild to inedibly hot. The food is good enough, but the sauces keep me coming back.
posted by iurodivii at 5:55 AM on June 7, 2007

Please put your tortillas on the grill, and not in a steamer. I'll eat a burrito made with a steamed tortilla, but one that's been heated on the grill first is superior - it gets a few little crisp spots and picks up the flavors of whatever else has been on the grill.

My favorite taqueria is three blocks from my house - this is the prime reason I hold it in high esteem. Also, though - and I started going there before I knew about this - it gets good ratings according to burritoeater.com.

Also, if you put salsa in the burrito, for the love of god chop the jalapenos into leetleteeny pieces. There's nothing worse than biting into an otherwise excellent burrito and coming up with a mouthful of half-jalapeno chunks.

Oh - if you don't already, offer agua frescas. I like tamarind, and horchata.
posted by rtha at 5:57 AM on June 7, 2007

I'm one of those rebels who enjoys onions and peppers in his burrito. If you offer this, something that separates burrito joints I frequent and burrito joints I try out once is the sogginess of the vegetables.

Chipotle and Qdoba and such have nice, crisp, pretty vegetables.

Other places, like the burrito joint in my hometown, have brown, soggy, mushy vegetables.

This small difference is basically the first thing I look for in a new burrito place.
posted by adamwolf at 6:01 AM on June 7, 2007

If you have fake meat, it will make vegetarians happy. I love Burritoville for the fake meat options, not because they taste like meat, but because it gives me something else to put in my burrito. If they had a California-style ranchero sauce, my life would be complete.
posted by dame at 6:04 AM on June 7, 2007

In Asheville, NC, there is a great little burrito shop called Rio Burrito.

It is operated by a gent named Tom, and his wife, Andrea.

It is well located, has great California style burritos from a limited menu since it has a smallish kitchen.

While I am sure I have missed thousands of burrito mills all over the country, and cannot say this one is the best, it excels in several ways....

It serves reliably good food, consistently, at decent prices, fresh, handmade, fast.

It has a stable staff.

They make you feel at home. Both owners and most of the staff know damn near every regular customer who comes in, both by name and by usual order.

Often, when deciding where to lunch, the staff played as much a part in my decision as the menu!

Whatever you do to make food, there will always be something better or preferable elsewhere, but if you can make your establishment have a unique and authentic character, it'll pay off much more handsomely than a little more salsa or cumin. (Authentic is key... not some chicken shit fake crap like peanut shells in the floor or twice-hourly hokey-pokey dancing, or even clever attire... Connection to the customers brings the customers and their friends/guests back!)

Have fun!
posted by FauxScot at 6:08 AM on June 7, 2007

What Melsky said about getting orders right. I love being able to pick and choose ingredients, but it seems like half the places that give you that option aren't really expecting anyone to actually take them up on it--the clerk doesn't know how to punch in the order, so you end up having to repeat yourself like 5 times, and it ends up wrong anyway, etc. If you can make that process work smoothly, that would kick plenty of ass.

As for the pre-built burritos, make sure they cover the whole spectrum of fanciness: some with interesting ingredients or themes, some with plain old boring stuff.
posted by equalpants at 6:09 AM on June 7, 2007

Don't charge extra for guac, sour cream, etc. (Fresh guac goes without saying.)

A half-size burrito option would be great. I love the burritos at the place near my office, but I just can't eat that much food in the middle of the day that often.
posted by desuetude at 6:11 AM on June 7, 2007

Decent tortillas are key, and a reasonably tight job wrapping the burrito. I hate loosely-wrapped burritos. I always worry they're going to fall apart on me (not without reason). I have been known to stop going to a place because they changed to a cook that can't wrap well.

Additionally, I prefer places that put the finished burrito on the grill for a few seconds (seam side down) to sorta seal everything closed.

...also, I am prepared to kill in order to get decent al pastor. Not really a burrito item, but some pastor on soft white corn tortillas with chopped cilantro, thinly sliced raw onion, a bit of salsa verde and a wedge of lime is freaking awesome. OMG.
posted by aramaic at 6:12 AM on June 7, 2007

I mostly eat actual Mexican food, and when I eat a big SF-style burrito once or twice a year, I am always surprised by a few things. If you solved these issues, I would eat those burritos a lot more often than once or twice a year:

-- quality of tortillas: bland isn't good, nor is having three inches of layers of folded tortilla; a really good tortilla has a distinctive texture and flavor.

-- bland and mushy meat: this is usually my biggest complaint. Any of my local authentic taco stands offer asada, pollo, adobada, lengua, and some other options like barbacoa, and the meat is invariably intensely flavorful, and each option is really distinct in terms of flavor and texture. Big SF burritos I have eaten are usually filled with meat that kind of tastes the same, whether I ask for the "chipotle stewed beef" or the "fajita chicken" or whatever. The meat needs to be of good quality, and the cooking of it (marinating, stewing, etc) really matters.

-- too much rice. This is always the case, so maybe the customers expect this?

-- beans that don't have that good lardy taste: There should always be decent vegetarian options, but a customer like myself would prefer the option of beans made with animal products.

-- size. I know, everyone wants them huge, but I don't have the metabolism of a 16 year old anymore, and I don't really need a 10,000 calorie burrito. So a customer like me, given a choice between a $5 huge burrito and a $4 half-sized burrito, would prefer the small one. But this is counter to the direction of restaurants nationally, and is probably poor advice for you to take in terms of your profit margin.
posted by Forktine at 6:15 AM on June 7, 2007 [1 favorite]

I love this question! I like a variety of meats, like several kinds of chicken (pollo asado, spicy chicken, chicken mole) carnitas, lengua, sesos (if it's legal where you are), a variety of beans (pinto, black, refried, refried black), and ensure there's several grades of spiciness available to the salsa. Some people can't stand the spicy stuff, and some, like me, need it so hot they tear up.

My favorite taquerias each had different styles of chips, but the important quality for me is that they weren't too greasy.

Dessert, as someone mentioned: my opinion on desserts in a taqueria is that if you need to to have a dessert, the burrito was too small (or not good enough).

Rice: do not, under any circumstances, serve white rice. It has no place inside a tortilla. I have no idea what the hell Chipotle is thinking, but that is the biggest reason (among many) that place should never be patronized.

Nthing the importance of tortilla preparation.

Here is a link to what one site thinks is important in a burrito. I don't completely agree with all their criteria, personally, but it is very thorough.
posted by greasepig at 6:26 AM on June 7, 2007

Make your own guacamole on the premises. Make it fresh every day. Make it with big chunks of avocado. Labor, and struggle, and test, and prepare and reprepare, until you've come up with the best guacamole you possibly can.

It won't be easy, but your customers will love you for it.

Oh, and don't forget the thick, heavy, lardy frijoles refritos. Yum.
posted by Faint of Butt at 6:42 AM on June 7, 2007

Wow, thanks for all the answers. It'll of course take some time for me to process all these ideas.

Just to give you a couple of answers:

- The restaurants are in Reykjavik, Iceland, so I don't think anybody will have been there. We will of course be asking our customers similar questions.
- We use a grill to heat the tortillas (like this one
- We do have a smaller version of burritos. We have a large one, which is similar in size to Chipotle's regular, and then a smaller version which is about 70% of the size.
- We don't charge extra for sour cream, but we do for guacamole. Getting fresh avocados here in the middle of the Atlantic can be frustrating.

One person touched on this, but as a bonus question, do you like breakfast burritos, and if so, with what in them?
posted by einarorn at 6:52 AM on June 7, 2007 [1 favorite]

Nthing paying attention to vegetarian/vegan options and making these well known. Failing that, at least make sure your ingredient lists are readily available and/or your staff knows which items are suitable for which common allergies or dietary restrictions.

For me, quality is much more important than variety: I'll have the same thing over and over again if it's good. So, if there's a choice between fresh, high quality ingredients and expanding the menu, I'd go with the former. (If you can do both, then by all means, expand!) Also, having good, fresh guacamole is something that will keep me coming back.

And if I had to improve my favorite burrito place... well, it's a nitpick, but I wouldn't put cilantro in everything. To me, it tastes like soap and if I get a big piece of it or a stem or something, it kind of makes me gag. Not sure if that's useful to you though. Maybe you can generalize my whining into, "be aware of which ingredients are acquired tastes, and be able to swap them out." (So, if you use it in your rice or salsa, maybe have a different kind of rice or salsa without it.)
posted by AV at 7:12 AM on June 7, 2007

Dealbreakers and dealmakers: I used to live near a place that put lettuce in their burritos, which imo is WRONG even though it was nice romaine and not iceberg, but sometimes I went there anyway because their wheat-flour tortilla chips, salsa verde, and pineapple salsa were so good. My favorite place was a crusty dive full of drunk students, but they made their burritos moist, not drippy, wrapped them tight but not thick, and offered a mini size in addition to the default ginormo tortilla.

Yes yes vegetarian options - making it obvious what they are is almost more important than having lots of them. I want to know, but I don't like to be the jerk vegetarian holding up the line asking twenty questions about what's in the beans.

On preview: breakfast burritos are delicious and I haven't had one in forever. Off the top of my head I'd say some or all of the following: eggs, cheese, refried pinto beans (pintos are more breakfasty than black somehow), a red sauce like you'd have on huevos rancheros, potatoes, and some kind of fake sausage for the likes of me, but I bet real chorizo would go over well with people who like meat.
posted by clavicle at 7:17 AM on June 7, 2007

Gosh, sounds like Iceland is going to get some kick ass burritos and I'm stuck in England with appalling grocery store ingredients, weep!

Re breakfast burritos, I like to keep it simple: Scrambled eggs, choice of minced sausages (chorizo) or bacon, tomatoes (or pico de gallo), shredded cheese. It was recommended above, but the method of letting a folded burrito lie on the grill for a minute or two is great for these because then the cheese will get nice and melty and .... urghhh so hungry...
posted by like_neon at 7:23 AM on June 7, 2007

Breakfast burritos are wonderful (and can be eaten all day, although there might be good business reasons to limit their availability to certain hours). They should also be smaller than the SF-big-as-your-head regular burritos. Egg, potatoes, frijoles charros (sp?), bacon, chorizo, and ham can all be mixed and matched in various combinations. If you can afford it, a "business trip" to somewhere like Austin, Texas, will let you sample the wide variety of breakfast burritos in a real-life setting.
posted by Forktine at 7:27 AM on June 7, 2007

While a plethora of salsa options is neat, I hate hate hate needing to scoop them on to my burrito after construction. If you have many salsas/sauces/etc, please make sure patrons have the option to have them included in the burrito!

I'll second this, as this is my one big issue with the SF/Chipotle style burrito with the peel-n-eat foil system. Down here in San Diego, just about any burrito you get from a taco shop will come wrapped in paper, so that once you get it, you can unroll it, add salsa to taste, and then roll it back up. This adds the heavenly option of putting, say, red sauce on the inside of the burrito, and then adding green sauce to it as you eat. Generally, the burritos served here aren't as totally stuffed as the Chipotle type (they don't fill them up with rice--it's usually just meat and guacamole), so unrolling and rerolling isn't a problem.
posted by LionIndex at 7:44 AM on June 7, 2007

- True vegetarian options are a must. And the workers should know what's vegetarian, and be polite to people who ask. (It's so easy to make vegetarian beans, for example, yet I often get dirty looks for asking.) I won't go back to places that mess me around about their ingredients.
- I know people who feel similarly about cilantro.
- Seconding sweet potato as a good ingredient.
- Breakfast burrito - I prefer a smaller thing, basically a tortilla cylinder with firmer-than-usual scrambled eggs plus black beans, cheese, spicy red salsa.

- The worst thing about a burrito place is when you get a burrito whose ingredients are in strata as you eat your way down the burrito. First you hit a layer of entirely cheese, then a layer of solid bean, then a layer of rice etc. Good burrito construction can avoid this; also quickly mixing the ingredients once they're placed on the flat tortilla can avoid it.
posted by LobsterMitten at 7:46 AM on June 7, 2007

One thing that I would really like to see, as picky as it may sound, is a guacamole option that doesn't include onions. I can't stand onions, and would really like guacamole on my burrito, but can never get that combination.
posted by mabelcolby at 7:54 AM on June 7, 2007

I currently am mostly a Chipotle customer, though I have experience with smaller-scale operations.

- What sort of specialty burritos do you like?
None, I like to build my own each time.

- What do you like about your favorite burrito restaurant?
It was a good place to hang out for a while during and after the meal. There was enough seating and a few outside tables as well. The people were really friendly and you could tell they cared about the place. Another place I go to gives me free chips with my burrito, which is cool (but no salsa for the chips, which is annoying). As for Chipotle, I really like the burrito bowl option.

- How would you improve your favorite burrito restaurant?
My biggest complaint about Chipotle is that they're *too* fast. I ask them to drain the beans and by the time I finish asking, the guy has already dumped a cup of bean juice in my meal. They don't take the time to actually listen to what I want.

- What do you think is the most important part of the burrito?
The cheese. Do not ever charge me for cheese. I will never ever come back. I think quality meat probably goes without saying, but I'll say it anyway.

- How important is variety? Many salsas/types of tortillas/meat?
My old burrito place offered a variety of shells and I really liked that.

- Anything else?
I hate when the burrito is too wet or drippy. Someone mentioned really fresh veggies and I agree. One place I went to once had some sort of brown rice option, which I thought was cool. Also, I don't know what beverages you serve but my favorite place had bottled teas and juices in addition to soda and I liked having that option.
posted by ml98tu at 7:55 AM on June 7, 2007

One of my favorite burrito places (Carrburritos in Carrboro, NC) has flour tortilla chips and fruit salsa. I've never gone anywhere else that had either.

(I'm sure other places have either or both - I've not come across them, however)

And nthing good guacamole. It can enliven the most mundane burrito.
posted by pinky at 7:56 AM on June 7, 2007

There is NO rice or potatoes in burritos.

NONE.

Offer a VERY hot sauce.
posted by Max Power at 8:06 AM on June 7, 2007 [2 favorites]

Everyone likes breakfast tacos and the best way to make them is to have a list of ingredients and let customers pick what goes into theirs. Eggs, cheese, potato, bacon, avocado is a good start. I know some people who love egg + cheese, some people who just want potato bacon and cheese (no eggs).

There are breakfast burritos too, but it takes a whole lot of eggs to fill up a burrito, and with smaller taco size you can get a couple different types of tacos and not feel like a pig.

Make them with regular size tortillas so that 2 will fill up a normal person and 3 will fill up a hungry person. A lot of places in austin dont heat up the complete taco once it is assembled and rely on the heat from the ingredients to melt the (shredded) cheese. They are much better if the tortilla / cheese is melted prior to assembly.

Also key is a great salsa, or rather a few great salsas so that people who like spicy can get spicy and people who like mild can get mild. Salsa will make or break your breakfast tacos.
posted by outsider at 8:12 AM on June 7, 2007

Fresh lime juice, roasted garlic, and cilantro that you can use like lettuce.
posted by mckenney at 8:13 AM on June 7, 2007

You're selling burritos in Iceland? You are truly doing god's work. Whenever I travel (mostly Europe) there's always one day where I miss comfort food from home, and I look for a burrito. I never find one.

Burritos inspire a lot of passion amongst the nerdy California set. If you search the net you will find many burrito review websites that will give you some insight into what people look for. My favourite of these sites is burritoeater.com. Their reviews are a bit silly, but often accurate. Start by reading the review of Taqueria Can-cun, often cited as the best taqueria in San Francisco. You may also find the Wikipedia article on San Francisco Burrito useful.

The most important thing in a burrito is good ingredients.

The tortillas need to be fresh, or at least very good and only a few days old. If you are able to make your own tortillas in your restaurant it would be an impressive distinguishing factor. I prefer my tortillas grilled to steamed, but both are proper.

The salsa has to be fresh. Good tomatoes, onions, and fresh peppers chopped that day, plus cilantro, garlic, etc for flavour. I'd offer just two salsas; hot and mild, both red tomato. A tomatillo salsa is a nice third option.

The meat has to be tasty and not fatty. Trim it well. Major extra points if the meat is grilled to order. Carne asada and grilled chicken are the essentials. Carnitas are lovely if you can make them in house, and people like various kinds of sauced meats.

The rice and beans make or break a burrito. They need to be flavourful and the proper texture. It's a mystery to me how to do this.

Finally, it needs to all be rolled properly. A good burrito has the ingredients evenly distributed, but not all mixed together. Every bite should include some rice, beans, meat, and salsa, but every bite should also be different.

PS: Chipolte's is to burritos as McDonalds is to hamburgers. Not a bad fast food product, really, but being a chain it misses out in love and care.
posted by Nelson at 8:25 AM on June 7, 2007

I think you should at least offer the option of tortillas made with real lard; they are getting pretty hard to find here in Seattle, I'm told, and I think lack of lard tortillas is what mainly accounts for the disappointed looks you see on the faces of people who come back from their Mexican vacations and rush down to the local stands hoping to recapture that part of the experience.

I also think no one makes them large enough, or thin enough. I used to dream of thin lard tortillas 15" in diameter.
posted by jamjam at 8:31 AM on June 7, 2007

pinky - I'm a fan of Carrburritos, too! It's a small restaurant, but they are excellent. The very fresh and perfectly ripe ingredients are key, I think.

I always get a regular, black-bean burrito, with tomatoes (where do they get those awesome tomatoes?), rice, just a little salsa (not spicy, and I just hope the salsa's evenly distributed & not clumped together in one place - it's usually fine), and lots and lots of lettuce. A burrito made like a salad with a generous dollop of hot beans.

Those beans are _perfect_, too - just the right amount of liquid, deliciously flavored.

It's been in business for years and seems to be doing quite well.
posted by amtho at 8:31 AM on June 7, 2007

There is NO rice or potatoes in burritos.

NONE.

**Stands up, applauds**
posted by LionIndex at 8:36 AM on June 7, 2007

One thing that I would really like to see, as picky as it may sound, is a guacamole option that doesn't include onions.

Not sure if this is a viable option for this type of restaurant, but I was recently at a Mexican place that made their guacamole fresh at table side. They brought out a big tray with avocado, red onion, cilantro, tomato, kosher salt, etc. They asked us what we wanted and then mushed it all together in a large mortar and pestle. It was truly heavenly.

You're selling burritos in Iceland? You are truly doing god's work. Whenever I travel (mostly Europe) there's always one day where I miss comfort food from home, and I look for a burrito. I never find one.

You're not kidding. When I lived in Sweden, Mexican food was the one thing I craved the most. When a Mexican restaurant opened up around the corner, I was there the minute the doors opened, but the stuff was so awful, I just wanted to cry in my food. (The guacamole was a bland soupy mess. The polar opposite of what I describe above)
posted by Otis at 8:40 AM on June 7, 2007

I've kinda astounded to see a "San Francisco ANYTHING". Except for maybe sourdough (which was kind of an accident, iir) I never thought of San Francisco as innovators in the kitchen. And before anyone jumps at me, I'll scream from the rooftops that the best meals I ever ate were virtually ALL in San Francisco, so I'm not slamming them in the least.
posted by RavinDave at 8:41 AM on June 7, 2007

Since everyone seems to have covered off on everything else (and I'm the kind of person that just wants good refried beans, a soft and flavorful tortilla and very, very melty cheese and nothing else in a burrito) I'll add one more thing: Humor/personality.

I loved when Chipotle launched, they didn't try for Mexican authenticity. They had movie quotes on their burrito wrappers. Personality in their writing. A clean design of the materials and the atmosphere. I prefer the La Salsa version of my favorite (boring) burrito, but I end up going to Chipotle more.

But that doesn't mean instituting humor as requirement for the employees, though. I hate at ColdStone when the workers are forced to try to be cheerful by singing songs if they're tipped. I'd rather have them be themselves. The Kimpton Hotels that let the employees pick the lobby music are the coolest ever.

Yes, I'm a victim and a maker of marketing and brands, so I'm biased.
posted by Gucky at 8:44 AM on June 7, 2007

I eat at a burrito restaurant two to three times a week for a working lunch, and these are the reasons why: I can get fresh, healthy, nutritious food that tastes great for not much money.

For me, the health factor is the biggest reason for the choice - so if I could ONLY choose burritos, I wouldn't go to the place. Burritos are too big for one lunch for me, and they contain too much cheese and rice as a general rule. So I love that my place has small soft tacos, that they have a choice of fillings including tofu and spiced sweet potato, that they offer whole-wheat tortillas, and that they offer yogurt as an alternative to sour cream. They also have a veggie chili and a small side of guacamole, which are great healthy choices for me. I keep meaning to write them and ask them to offer baked corn chips as well as fried ones, but haven't yet.

I know I'm not the only person who chooses a burrito joint for lunch because of the health factor. Most of the choices are superior to most other lunch choices like big meat and bread sandwiches, fast food, or cream soups. I'd suggest that you make sure there are low-fat, smaller-portion, healthy options on each segment of your menu, and that way the health nuts can enjoy and support your place as aggressively as I do mine.

When I do get a burrito, I also HATE having rice in there. Dear Lord, there's already a giant carb wrapper around the thing. Why do I want more cheap carbs filling it up? Especially white rice -- empty calories and starch. No thanks on the rice.
posted by Miko at 8:45 AM on June 7, 2007

I went crazy for breakfast burritto's during the big balloon lift in Albuquerque last fall. I think it was the hash or grits or whatever was int there

I have to agree with thilmony, but he or she has no idea what's in a New Mexico breakfast burrito. Eggs, cheese, New Mexico green chile, preferably on a freshly made tortilla. Not steamed (it's a terrible thing to do to a tortilla), although if they are premade they will steam themselves in the foil wrapper. Options of bacon, sausage, or possibly black beans or pinto beans. Any beans involved should have never known a can. Best with house made green chiles that have been roasted, chopped, and stewed for hours. Sometimes known to have potatoes (aka papas) added at places like the balloon fiesta where you would walk around holding your breakfast. Sitdown restaurants will typically have cubed fried potatoes on the side and green chile topping the outside of the burrito.

What do you think is the most important part of the burrito?

A good tortilla. Every variety of burrito you have will involve a tortilla. The Frontier restaurant in Albuquerque, NM has a tortilla machine, and sells bagged tortillas to take home. People go there just to buy the tortillas. The tortilla machine is located where customers can watch the process.
posted by yohko at 9:14 AM on June 7, 2007

In general I like most "big burrito" places, but I have two main complaints:

1. Dry tortillas (most steam theirs, but a dry one sucks). It's rare...but does happen.

2. Ingredients aren't "mixed." I don't think I've had a single burrito from a place where they have somehow mixed up all the ingredients they just piled into my tortilla. So if there was a spoon/etc that they could just stir stuff up a bit, that'd be awesome. I hate eating a striped burrito where I have a few bites of just rice...then a couple of just cheese and sour cream, then a few with the meat. It may be a small logistics nightmare cleaning this utensil in between each burrito, but I'd be very grateful.

3. No brown rice offering. I'd love to have something more nutricious than white rice, although I do love the white rice.
posted by JibberJabber at 9:15 AM on June 7, 2007

There is NO rice or potatoes in burritos.

NONE.

**Stands up, applauds**

The poster specifically said that they do "San Francisco style" burritos, which do have rice.

I prefer fresh avocados over guac whenever possible- this may be harder for you in Iceland. I also prefer tortillas heated on the grill, rather than steamed, which it seems you do. Also: fresh lemon or lime wedges for seasoning, fresh cilantro. I couldn't care less if you have a jillion different salsas; salsa brava and pico de gallo are good enough for me. Definitely quality over quantity, when it comes to salsa. I think what's best is a nice balance of ingredients (ie meat, beans, rice), the option for whole pintos over frijoles, and no effing lettuce, ever, in anything. Hot lettuce is disgusting.

Good luck! I'd love to come eat burritos in Iceland.
posted by oneirodynia at 9:36 AM on June 7, 2007

There was a place in Portland that I would go just because of their pineapple salsa. I have to agree with others that charging for salsa is a no no.

Also, catering to vegetarians goes far. At a minimum, include a tofu option.

Another of my favorite burrito/wrap places in Portland was Laughing Planet. Check out the menu on their website.
posted by funkiwan at 9:39 AM on June 7, 2007

Is there really something as 'the most important part of a burrito'? You could argue the tortilla since that keeps it together, but still all the ingrediants make the meal...

Seconding Neato Burrito as the most amazing burrito place in Pennsylvania. As pointed out above, they do not have a wide variety of ingrediants but they assemble them well and grill to finish. The BBQ rice is my favorite part of the meal.

Readily apparent vegetarian options are good as well. This place (http://www.madmex.com/
) in Pittsburgh, and few select cities, has the option of vegan cheese (soy based) and an addictive tofu sour cream.

Also, if it has not been mentioned, highly rated places on this site may give you some ideas:
http://www.burritophile.com/
posted by buttercup at 9:46 AM on June 7, 2007

Make your burrito joint like Papalote.

Everyone I know loves that place.

Their success lies in a combination of

- fresh ingredients
- amazing, one-of-a-kind salsa
- fantastic options (also for vegetarians)
- clean, somewhat cool interior
posted by mrunderhill at 9:48 AM on June 7, 2007

San Diego native and self-proclaimed Mexican food specialist here.

Take precautions to avoid BURRITO BLOWOUT. I HAAAATTTEEE burrito blowout. A perfectly good burrito can be ruined by the fact that the innards are squirting out the bottom into your hands and onto your lap. I develop a deep hatred for the person who wrapped my burrito when this happens. It can ruin my entire day. Try double-wrapping, or at least teach your employees how to properly fold a burrito for proper support. If the tortilla rips while wrapping it up, THROW IT OUT and get a new non-ripped tortilla to construct the burrito.

Also, when constructing the burrito, spread out all of the contents evenly across the entire burrito. Don't put a wad of beans next to a wad of cheese next to a wad of sour cream. What makes a burrito great is the sum of its parts. I HATE biting into a burrito and getting nothing but a mouthfull of sour cream. Spread that shit out!

Oh, and use lots of lard in your beans. Beans without lard are not beans, in my opinion. And grill your tortillas with butter for added flavor.

To top it all off, make sure you have a wicked Horchata recipe. I can't enjoy a burrito without some Horchata. Sweet, cold, and refreshing, just how I like it.
posted by afx114 at 9:51 AM on June 7, 2007

Yet another for fresh tortillas, breakfast burritos, and chunks of avocado rather than just guac.

I like cilantro, a lot; many people don't. Don't pre-mix it in with anything else, and give me lots. Ditto with jalapenos.

And plenty of vegetarian options will make me go out of my way. The potatoes are not a bad idea.

Peeve: places that try to pass off chopped cooking onions as a great addition. Use a sweet onion! And fresh, green lettuce; throw out the bitter white parts.

My favourite burritos at the moment come from a place with a swell salsa bar. There's a cilantro-and-??? sauce there that's addictive; I can't find it anywhere else, and it makes them crave-worthy. A distinctive taste is a plus.

Decent beverage and side dish options are needed. I'm not always up for eating a pound of beans; sometimes, a cheap cup of them topped with cheese would hit the spot, though. You don't have to get different ingredients for the sides, really -- just change the serving options. Some good-quality juice is always nice; I've taken to just walking out of places that can only sell me soda pop or overpriced water.

This vegetarian loathes tofu, so please don't make one processed soy what-not the main/only veg offering...

Yeah -- fresh tortillas. There's a small chain of Tex-Mex places here with what I think is blah food, save for their fresh pico de gallo, fresh tortilla chips, and tortillas that're made in the restaurant. I go fairly frequently just for those three.
posted by kmennie at 10:00 AM on June 7, 2007

Oh, and for breakfast burritos: MACHACA. Dried beef mixed with eggs. Mmmmmmm. And chilaquiles rojos cooked crispy style. To die for.
posted by afx114 at 10:02 AM on June 7, 2007

Another tip, offer burritos "wet" style, which is on a plate drenched in enchilada sauce, covered with cheese. Sure you gotta eat it with a knife/fork, so I guess it's not technically a "burrito" anymore, but damn is it good.
posted by afx114 at 10:09 AM on June 7, 2007

As a lifetime restaurant guy, I can't help but roll my eyes at many of these suggestions, because, as good as they are, they all amount to the same thing: "we want more choices"!

And I'm sure you've figured out by now that one thing that makes Mexican food profitable (along with it being tasty, healthful, and relatively uncomplicated to prepare) is that it uses a small list of ingredients to make a wide variety of dishes. Limit your inventory, reduce your storage space, reduce your overhead, and make more money.

Variety, in my mind, is the LEAST important factor. Freshness, quality, and service are much more important.

Too many restaurants try to offer something for everyone. I think this dilutes their brand and fills their coolers with stuff that may or may not sell.

Make great burritos, and make them in a friendly, clean store. (You know this already, or you wouldn't be expanding, congratulations, BTW.)

Don't waste your capital on expanding your menu -- use it on training your employees and building your brand!

What people SAY they want is often very different from what they actually end up buying.
posted by BitterOldPunk at 10:16 AM on June 7, 2007

amtho - I remember when it opened :-)

I've never had a bad meal there - it's a cheerful little place. My only wish is for better parking.
posted by pinky at 10:16 AM on June 7, 2007

Wholewheat tortillas.

Salsa bar.

HOT salsa.
posted by triggerfinger at 10:30 AM on June 7, 2007

BitterOldPunk made me think of something wrt variety of choices offered: everyone I know who regularly eats burritos (and here in San Francisco's Mission District, this is pretty much everyone) orders The. Same. Thing. Every. Time.

If I go to a taqueria that's not my usual neighborhood place, I might try something new; or, I might go to different taquerias for different things (everyone does at least one thing well). The guys at my local know what I'm going to order when I walk in, and it looks to be the same for pretty much everyone else placing orders.

Roundabout way of saying that eventually, at least, it will help you to figure out what percentage of your regulars can't live without pineapple salsa; how many absolutely must have lard-ladened beans, and so on. My local doesn't need to offer everything under the sun - they've got your basic meats, your basic beans, a red salsa and a green salsa and a pico de gallo. They do offer spinach wraps, but it's sort of half-hearted, and I've never seen anyone order them. Know what your customers will actually order - rather than what they say they will - and make it fresh and delicious, and you will make people happy.
posted by rtha at 10:38 AM on June 7, 2007

Better to do a few things very well than many things pretty well.

1. Total time it takes to order and eat. Measure it each week. Set a goal.
2. Cost v/s competition... what else do people eat for lunch and how much does it cost?
3. Delivery and call in orders?
4. Customer feedback: Get it and listen to it. Several ways to do this... A free burrito each week to the most honest feedback. A monthly dream burrito contest... most interesting dream burrito gets a dream burrito six pack. Burrito lottery... give us your business card, we'll draw one every two weeks. Mini-burrito office lotto give-a-way once a quarter - enter by coming in with two friends and you all present business cards.
posted by ewkpates at 10:39 AM on June 7, 2007

When I lived in the Silicon Valley, I really enjoyed La Costena in Mountain View. It's not a restaurant - it's a buffet line in the back of a Mexican grocery store.

What I liked about it:
1. Tasted pretty darn good
2. Fairly economical
3. Fast - a server walks with you down the line, you point at what you want, it goes in. At the end, they bag it and mark it, then you carry it to the register.
4. They listened to the customers - this was exemplified by people who didn't like the lone lines, so they asked the owner if they could phone or fax in orders. He installed a fax machine and made order forms available. People at Adobe countered by writing burrito ordering software.
5. They did some nice community involvement work. I recall them doing a raffle for which each specially stamped burrito bag, given out over the span of a month, was an entry into the raffle on cinco de mayo.

Locally, I'm fairly satified with Bueno Y Sano, which I think I like mostly for the salsas which are fresh and tasty. I can't get enough of their tomatillo salsa.
posted by plinth at 10:49 AM on June 7, 2007

The most important factor for me is to have vegetarian and vegan options clearly labeled on the menu. I don't like having to interrogate the poor guy making my burrito about the ingredients in the rice, beans and tortillas.

I'm in the mostly-rice camp for SF-style burritos. Lots of rice and potatoes makes an awesome burrito for me.

It's great that you're offering a smaller size: I was going to mention that I always wish I could have chosen a junior version.
posted by lemuria at 11:04 AM on June 7, 2007

Re: Cilantro

If you're in Iceland, you (and your patrons) might call it coriander. But I'm sure you know that.

Cilantro divides people like you wouldn't believe, and it may be genetic. There was an old askMe thread about it, which points to a lot of people disliking it. I'm ambivalent about it, myself.

As far as the comment about Chipotle being the McDonalds of the burrito world...ummm... you know McDonalds used to own Chipotle, right? They sold it off last October.

My burrito favs? Have a mild, medium, and hot salsa. Have bean choices (pinto, black, refried). And make the tortillas awesome.
posted by stovenator at 11:24 AM on June 7, 2007

2. Ingredients aren't "mixed." I don't think I've had a single burrito from a place where they have somehow mixed up all the ingredients they just piled into my tortilla...I hate eating a striped burrito where I have a few bites of just rice...then a couple of just cheese and sour cream, then a few with the meat.

TOTALLY agree. At Chipotle, I've thought about ordering the buritto bowl so I could mix it up myself--but it doesn't come with a tortilla.

Also, think about limiting variety. The more choices you have, the longer it will take people to decide (unless they have one kind they order every time), and that dramatically slows down the line. As an indecisive person, I dislike too many choices.
posted by underwater at 11:56 AM on June 7, 2007

Chile verde, which is pork simmered with green chiles and other spices, is something that keeps me coming back to my favorite burrito places when it's done right. It should be tender, juicy, flavorful, never stringy or greasy.
posted by ikkyu2 at 12:09 PM on June 7, 2007

Only thing that matters: make your own tortillas.
posted by neuron at 12:16 PM on June 7, 2007

I have been to a burrito restaurant that made their own flour tortillas and it was totally kick ass. That and some great pico de gallo make me salivate.
posted by Foam Pants at 1:49 PM on June 7, 2007

I'm not a fan of "big" burritos, and I think you should at least offer unstuffed varieties. I think the stuffed versions are popular with American "big eaters".

My favorite places to get burritos in LA are at "tacos al carbon" places. Meat grilled over flames then chopped, pico de gallo, guacamole, sour cream and cheese - but largely meat. No rice or beans.

Also you said you serve quesadillas. You should consider offering the traditional plain version - just a corn tortilla with some cheese melted on it while on a griddle. Then a bit of guacamole before it is folded and served.

I prefer these two dishes to some of the monsters I've been exposed to.
posted by MonkeySaltedNuts at 1:59 PM on June 7, 2007

- What sort of specialty burritos do you like?
I'm not a vegitarian, but I used to be and I still like veggie burritos. Any burrito place that has an actual selection of veggie burritos gets the bonus points. No, "we can take the meat off that one" doesn't count as a vegitarian selection.
- What do you like about your favorite burrito restaurant?
Fresh ingredients, quality ingredients, variety. In that order. Chipotle gets huge respect for having free-range meats.
- How would you improve your favorite burrito resturant?
More vegitarian options. Organic would be nice, but I'm not going to hold my breath for it.
- How important is variety? Many salsas/types of tortillas/meat?Variety is good, but more than five salsas is just showing off unless you've got one HELL of a salsa chef. Variety of filling is good, but remember that meat isn't the only flavor in the burrito.
- Anything else?
Yeah. MetaFilter discount. You know, as a consulting fee. And tortillas made on-site would be freakin' awesome.
posted by lekvar at 2:03 PM on June 7, 2007

Going to Reykjavik in November for business and can't wait to try the end result. What's the restaurant name and where is it located?
posted by smcniven at 2:04 PM on June 7, 2007

As far as a brown rice option, my Japanese rice cooker came with instructions for cooking rice in 5 degrees from brown to white. I've never seen those gradiations offered in a store, but maybe you could find a brown rice that was a little closer to white rice, that you won't have to chew for half an hour while your cheeks get sore, but would still have the guilt free stamp of brown rice approval.
posted by StickyCarpet at 2:18 PM on June 7, 2007

You're selling burritos in Iceland? You are truly doing god's work..

Thanks :-) One of the reasons I started the place was that after having eaten at burrito places while in college in the U.S. I just couldn't see how I would survive in Iceland withouth having a proper burrito place there. So I opened one myself.

Any burrito place that has an actual selection of veggie burritos gets the bonus points. No, "we can take the meat off that one" doesn't count as a vegitarian selection.

So, what sort of veggie burritos do you like? I think we've definitely neglected the vegetarians, since we're actually guilty of doing just what you're talking about. A lot of people mention that we should have multiple veggie options. Aside from people picking from corn, rice, onions & bell peppers, beans, lettuce, guac and salsa - we do not have any specific veggie options.

We do have salads and burrito bowls

smcniven: The restaurant is called Serrano, and it's located in the Kringlan shopping mall (next to McDonald's) and at an N1 gas station, next to the BSI bus terminal. :-)

I must say I'm a bit surprised about how many people mention tortillas. We do buy them frozen right now, but that's something I'll look into.

Oh, and I know all about how cilantro can divide families. I happen to love it, but I've stopped short of including it in every item on our menu.

BitterOldPunk, thanks for the advice. I've only been in this business for five years, but I'm certainly aware of this. We will certainly try to keep things simple.

Again, thanks everybody for the advice. This has opened up my eyes to a lot of ideas.
posted by einarorn at 2:21 PM on June 7, 2007

Offer brown rice and whole wheat tortillas as free substitutes. Allow people to cut back on the rice, if they want. (There was recently a write-up in a Vancouver newspaper about how local wrap/burrito places are increasingly being asked to carry brown rice and ww tortillas.)

Kids' burritos with *healthy* ingredients would be great. If the kids don't want veggies, just allow them to say no. I'd take my little guy for burritos more often if I could get veggies on his. Being able to substitute with brown rice and whole wheat tortillas is another plus in this category.
posted by acoutu at 2:26 PM on June 7, 2007

Here's the menu of the place I like. I think it satisfies the need for a few ingredients, fast prep, and low cost while still providing a lot of choice and customization. The place runs like a dream and I'm always served within about 4 minutes. The customizations are easy and the servers handle it fast.
posted by Miko at 3:18 PM on June 7, 2007

on the vegetarian tip, unexciting but common options include just rice and beans with fixings, and uncooked tofu. better would be a vegetarian meat substitute such as a commonly available fake ground beef, mock duck (or mock any meat) or even mushrooms prepared in a way that is popular in your meat dishes. fried tofu with an interesting seasoning falls somewhere in between nothing and something meatier, in my opinion. it will be more versatile if whatever meat substitute you pick is also vegan (ie no eggs or dairy) and you should at least know whether your vegetarian options are vegan or not. (vegan) soy cheese and sour cream options will also make you popular with certain people, including the lactose intolerant. and when you're developing your vegetarian options, make sure to test them with actual vegetarians who like good food, or at least with nonvegetarians. you don't have to prefer it to the meat option, but if it tastes gross and bland to you, chances are a lot of vegetarians/vegans will feel the same way. there is a lot of varied quality among meat and dairy substitutes, so keep trying things until you find something good. on the other hand, a wide variety of fresh vegetable fixings will get you far with vegetarians who don't like fake meat, as well as veggie-loving and health-conscious omnivores.
posted by lgyre at 4:14 PM on June 7, 2007

Speaking as a vegetarian, don't worry about getting too carried away with vegetarian options. Some places fill their vegetarian burritos with carrots and broccoli and stuff, and that's just not a good burrito. If you just have tofu stewed in a good sauce, that will make you a burrito hero to any vegetarian who comes through the door, because they don't expect even that accommodation. Napoles would also be an unexpected treat. Even just having one of your specialty burritos on the menu be a "Roasted Peppers Burrito" with a little "V" next to it would make a huge difference. All we really want is that vegetarian options are marked clearly on your menu, so we know they are available and don't have to ask questions about the beans and fear that we might get dirty looks for doing so. So even if it actually is just your Greek Burrito, minus the meat, put it on the menu as your Spartan Burrito and mark it with a "V".

As for the rest of your questions, the standard expectation for a burrito joint around SF is that you have the following choices:

Flour or Wheat Tortilla (and usually Spinach)
Refried, Black or Pinto Beans
Chicken, Pork, or Beef
Mild or Hot Salsa
Seasoned Rice
Cheese (usually only one choice; jack and cheddar blend)
Sour Cream and Guacamole as an option (Super burrito)
Tortilla Chips on the side

Places that distinguish themselves as favorites are usually because people think they best prepare those ingredients. Or they have a specialty on top of this that attracts people who like that specialty. Particularly good fresh tortilla chips. An extensive salsa bar. Good fish. A specialty item that you just can't get elsewhere. I'd wager that at least 90% of the people still order off of the basic menu, though. So... as everyone else said. Good ingredients are the most important thing. The rest is just going after that last 10%.
posted by team lowkey at 4:35 PM on June 7, 2007

Oh, I forgot one thing, though someone else also mentioned it. Please drain the beans before putting them on the tortilla. No one likes a drippy burrito.
posted by team lowkey at 4:43 PM on June 7, 2007

For Breakfast Burritos, have an option that doesn't include Eggs. many places have several options: eggs and sausage, eggs and bacon, eggs and spam, eggs and eggs.

some of us just don't like eggs.
posted by Megafly at 5:12 PM on June 7, 2007

I'm kind of picky about sour cream. I hate to be charged a dollar for a one ounce to go condiment cup of it. I hate to have the thinnest ribbon of sour cream on a giant burrito. But I also hate to have too much. I would far rather get it on the side and dip myself, but I can never count on the counter people to give me a consistent amount on the side. I guess some people think they're being nice by giving extra and other people think they're following the rules by being skimpy.

And explaining all of this to the person helping me at the counter really sucks.
posted by bilabial at 5:37 PM on June 7, 2007

Offer a low carb option: no rice, no beans, made with a low-carb tortilla (which would probably double as whole wheat) or just on a plate with lettuce. Virtually all the other fillings are relatively low carb already. (Meat, cheese, pico de gallo, salsas w/o corn, guacamole, sour cream, veggies, etc.)

This option could draw in what's left of the low carb bandwagon, and also make it easier for low-carbers to order. ("I'd like a #5, and make that low-carb" vs., "um, can you please not put beans or rice on that. Yeah, I know it's weird. So you can do that? Yes, it's ok that the price is the same....")
posted by sentient at 10:38 PM on June 7, 2007

here's a simple one: see if you can't get jarritos.

It is the best non-alcoholic drink to serve at a burrito joint ever. This is one of those little things that makes a big difference. I imagine you will be one of the few people selling it (if you do) in Iceland, and it certainly qualifies as a 'specialty item' that people will come for. Also, be sure to get all (or at least most) of the flavors. Not just lime, and strawberry, and orange. Get tamarind and jamaica, and mango, and watermelon.
posted by The Esteemed Doctor Bunsen Honeydew at 2:06 AM on June 8, 2007

{grumble}Stupid no-burrito-restaurant Australia.{/grumble}
posted by obiwanwasabi at 4:08 AM on June 8, 2007

I hate burritos that are juicy and drip... the damn thing just falls apart!
posted by matty at 7:58 AM on June 8, 2007

I have to put in for the green chile breakfast burrito. I'm not a fan of eggs but the burrito stand on my way to work in Santa Fe would make me a burrito with a fresh tortilla, wrapped up and filled with cheddar cheeses, several strips of thick bacon, and then a ladle-full of green chile stew poured in (the stew had potato cubes in it). Oh. My. God. I miss it, I miss it, I miss it.
Also here in Portsmouth NH i'm a fan of sweet potato burrito at dos amigos.
Make the rice inside the burrito really tasty.
give free tortilla chips (homemade fresh) with the burrito.
posted by Soulbee at 12:12 PM on June 8, 2007