Reading up more on the various reviews along the east coast where RT is placing a Lime Fresh in the near vicinity of a Chipotle Mexican Grill.
Two things are occurring here. One is that in many instances, the CMG is packed so an ancillary Burrito Place does well by default. But the recurring complaint I read is that CMG tastes great, but is too calorie dense for many patrons and they want something more local, more fresh and less industrial.
Here are two comments regarding Lime Fresh:
This place is really good. I went to one of their original locations in South Beach 3 1/2 years ago – was totally different than Chipotle. Think less “bigass burrito” and more “light, fresh” taste.. citrusy/tomatoey whatever.. it’s good.
February 15, 2012 at 2:23 pm
I’ll second that. Have also been to one of the original Miami Beach locations a few times. The first time I went, had expectations that it would be similar in taste to Chipotle or possibly Baja Fresh but was happy to find out that it was much better. I think this place will do well and will seriously cut into the lines at Chipotle.
Anyone investing in this stock and not looking at the chart for CMG is missing the boat. RT will cut into that growth and with better cost control, distribution, and less build out I think a lot of people are going to be surprised over the next 3-6 months.
Doing a little research on these new concept stores tells me one thing. I bet we hear that more and more Ruby locations have been put on notice because several of these new stores are blowing off the doors.
Strongest growth and affinity rests with Truffle's Cafe which was a huge surprise to me. Either its the management or the food, this one is leading the pack. From here it goes Marlin and Ray's and then Fresh Lime ( I have yet to take a deep dive on Jim and Nick's).
Anone out there willing to do a little testing of these stores? Maybe post your impressions? Here is the list of stores with their respective locations: