Corporate giant not a threat
Local businesses stay strong
By Josh Work, Copy Editor
April 24, 2008 | 6 a.m.
Despite the shining new façade of Chipotle on Court Street, local burrito merchants continue to bask in the glow of support from customers.
Since Chipotle’s free burrito day on Thursday, April 4 and its opening the next day, Athens staples, such as Big Mamma’s Burritos and the Burrito Buggy, have remained strong thanks to local support.
Burrito Buggy, in particular, has seen an increase in business since the arrival of the restaurant giant. Joyce Cunningham, a manager of the vehicular eatery, cited Chipotle’s adherence to corporate policy as a disadvantage in sales competition.
She pointed out that, as a chain restaurant, Chipotle must obey the corporate closing time of 10 p.m., missing crucial sales during the night. Another factor that may hinder Chipotle’s revenue is its requirement to maintain staff quotas even during summer and winter breaks, when Athens practically becomes a ghost town.
Even during a busy day, like Chipotle’s free burrito day, Cunningham noticed a strong pledge of support from students and locals.
“[The free burrito day] was the busiest day we’ve had since the fall,” she said. “It was almost a record- breaking day for us.”
Lori Linnevers, a manager of the Bagel Street Deli near Chipotle, expressed her delight in learning that the Burrito Buggy has not suffered sales. A member of a local business herself, she has not noticed any major changes in revenue.
Perhaps in support of the local economy, Linnevers was one of the many who opted to eat from the Burrito Buggy on Chipotle’s free burrito day.
“That’s great,” Linnevers said upon hearing about the Burrito Buggy's perseverance. “I’m glad it doesn’t affect local business.”
Down the Street
Big Mamma’s Burritos has maintained a steady customer base as well. Quinn Schaller, owner of the burrito joint, also noted a strong sales day during Chipotle’s opening, owing to the support of local patrons and regular customers. He also recognized that Court Street was a fairly closed market, and any new restaurant is likely to draw some business from the preexisting restaurants.
“I am not really concerned about the future,” Schaller said. “With a major competitor like Chipotle, it will be more difficult for us to get new students to try us, but we have a very strong customer base that will continue to introduce Big Mamma's to new people.”
As local businesses, Burrito Buggy, Big Mamma’s and Bagel Street Deli see their share of regular customers, and continued support has suggested that Chipotle has not drawn away those devotees.
That is not to say that customers might vary their purchases from time to time. Three resident assistants, for instance, decided to try the new restaurant in town, despite their personal attachments to local businesses.
Resident Assistant Kristin Grimshaw lived in Athens from 1999 to 2003, returning for another year in 2008. She recalled the days when the Burrito Buggy was the only major source of food on Court Street. To her, the eatery represents a staple of Athens and a sure bet for good food.
“Honestly, it doesn’t matter how much they [local businesses like the Burrito Buggy] charge. I’ll support local businesses,” Grimshaw said.
Freshmen Samantha Temple and Aaron Dunkel agreed, expressing their own support for local businesses. Dunkel stated his distrust in major corporations such as McDonald’s, former majority owner of Chipotle stock.
He explained that the last time he ate at a Chipotle, he ended up with food poisoning. “This is a leap of faith for me,” Dunkel said, clutching his half-eaten Chipotle burrito.
Years to Come
One reason many of the local businesses have little fear of the long-term effects of Chipotle is that Athens has a poor track record for corporate restaurants. Court Street has seen such giants as Burger King and Taco Bell eventually go out of business to make room for new competitors.
At the same time, however, Chipotle came to Athens at the request of numerous hopeful students. Time will tell whether it will become a staple of uptown eateries or if it will only be a passing fad.
Cunningham, having witnessed changes in Athens’ economics, predicted that Chipotle will go the way of many other corporate businesses in time.
“My prediction is that in five to seven years Chipotle will be gone,” she said. “It will be just like Burger King and Taco Bell, based on past trends of this city.”
Regardless of whether Chipotle remains in Athens for years to come, continued support from local customers should lead to a well-balanced economic ecosystem between small and big businesses.
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