CHIPOTLE’S founder has taken on iconic sandwich maker Subway with a new offer following the company’s failed vegan venture.
Counter Service has been selling gargantuan sandwiches since the beginning of the year, mostly by delivery, curated by Chipotle creator Steve Ells.
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Near Sixth Avenue, New York, you can grab yourself one of the iconic sandwiches.
Choose from the various sandwiches on the menu:
- Banh mi made with liver pate
- Roast beef with cheddar, horseradish and watercress
- Roast pork with broccoli rabe, provolone and salsa verde
- Fried egg sandwich
- Green goddess chicken club
While incredible sandwiches across the city are fairly easy to come by, a lot of customers wouldn’t know it is from the creator of Chipotle.
The founder Ells took the space used by his previous vegan venture, Kernel, and transformed it into the sandwich shop.
Kernel launched vegan in 2024 with a mission to streamline its fast-casual kitchens with fresh ingredients, a robot arm, and automation.
With $36 million in fundraising, Kernel used the robot arm alongside an app to boost the launch, as the arm made up to 1000 individual products a day.
Kells also said in an interview with Eater: “Veganism is very polarizing, I’ve learned.”
The Chipotle founder then set out to create a company that looked to focus on efficiency as well as better quality ingredients that are seen in normal fast-food restaurants.
He also looked to have less labor that paid more, all while minimizing waste.
Counter Service sandwiches are designed by former chef at Eleven Madison Park, Andrew Black.
The shop sources good-quality bread, roast their own meats and make house sauces, reports claim.
GIVE US MORE
One of the changes that Chipotle has said it is actively working on is partly in response to criticism it has faced recently, as reported by The U.S. Sun.
Earlier this year, the fast food chain was accused of telling employees to give customers less in bowls and burritos.
These rumours caused uproar amongst Chipotle’s customer base.
This resulted in a viral TikTok trend of filming staff as they filled bowls and burritos to ensure enough food was given.
The trend has been dubbed several different names, including the Chipotle “cell phone rule.”
Ex-CEO Brian Niccol strongly denied these allegations at the time, saying: “There was never a directive to provide less to our customers.
“Generous portions [are] a core brand equity of Chipotle.”
Niccol continued to stress that generous portions have “always been” and “always will be” one of the brand’s most regarded values.
“With that said, getting the feedback caused us to relook at our execution across the entire system with the intention to always serve our guests…custom burritos and bowls with generous portions,” he added.
How to cut the cost of your grocery shop
BELOW are some tips on how to reduce the amount you spend on groceries.
- Write yourself a list – Only buy items that you need. If it isn’t on your list, don’t put it in the trolley
- Create a budget – Work out a weekly budget for your food shopping
- Never shop hungry – You are far more likely to buy more food if your tummy is rumbling
- Don’t buy pre-chopped veggies or fruit – The extra they’ll charge for chopping can be eye watering
- Use social media – Follow your favourite retailers to find out about the latest deals
- Be disloyal – You may want to go to different stores to find the best bargains
- Check the small print – It’s always worth checking the price per kg/lb/litre when comparing offers so you’re making a like for like decision as a bigger box won’t necessarily mean you get more
- Use your loyalty cards – Don’t be afraid to sign up to them all. They all work slightly differently – work out what bonus suits you better and remember to trade in your points for additional rewards
