Article: Chipotle teaches culture along with perfect burrito

Houston Chronicle, Oct. 27, 2004, by L.M. SIXEL

''I do not understand," the group chanted in unison, haltingly at first. But as they grew more confident of their English, they got louder: "I do not understand."

"Very good, you guys," said Rachel Robinson, senior restaurant manager for Chipotle Mexican Grill. She spent a day recently teaching the burrito makers and their managers in Houston how to connect with their customers, properly describe the food and boost their confidence.

"It's OK if you don't understand or you don't know the answer to a question," she told the group. "Half of the time I don't understand the customers. It's not just because you speak Spanish."

Almost all "quick service" restaurants train their employees, but most of the training is centered on the process: How to cook the burgers. How to run the french fry machine. How to fill a cup. Making eye contract and even how to greet the customers seems to be an afterthought.

But because Chipotle's employees need to talk constantly to the customers as they make their way down the burrito-making line, the restaurant wants them to be able to explain the basics — for example, the rice contains cilantro, which beans are meatless and the spice level of the salsas.

They also need to understand requests such as "easy on this or heavy on that," said Jill Bishop, culture, diversity and language consultant for Chipotle in Westchester, Ill.

Those terms are complicated enough for native English speakers, said Bishop, who incorporates eye contact as part of the training.

Even if an employee doesn't understand what a "tiny drop" is, a customer who wants a small amount of something typically leans in, scrunches up his face and uses his fingers to indicate a small portion.

Someone who wants more tilts back and motions with his hands, saying, "C'mon, keep going, keep going," said Bishop, who oversees the training for 120 Chipotle restaurants in the central region, which includes its 14 Houston locations.

Robinson demonstrated the importance of eye contact and looking for cues by doing it all wrong. As she "made" a burrito in the training room, she looked up at the ceiling and all around — everywhere but at the "customer."

To make sure all the employees understood, everything Robinson said was translated by human resources generalist Candice Moore.

As the group broke for lunch — they were heading to Cabo so they could critique one of their competitors — Alexi Youani Castro said he really appreciated the training.

He said he learned how to tend to a customer even though he's assigned to the grill at the Chipotle in Copperfield.

And he's eager to pass the technique to his co-workers.

'My kids could run it'
"If it's set up right, my kids could run it," said Phillip Mitchell, co-owner and director of operations for the company that owns Bistro Calais in River Oaks.

But to be able to talk about the food, employees need to know about how it's prepared and how to promote the restaurant's special offerings, said Mitchell, who used to be the corporate trainer for Black-Eyed Pea in Houston and then most recently the district supervisor for Ryan's Family Steak House.

But with only a few exceptions, fast-food restaurants don't do enough training, said Mitchell. Employees don't use "sir" and "ma'am." And if they run out of something they say, "Nah, we don't have any more of that."

Mitchell said he teaches his staff to recommend something similar: "We don't have whole-wheat tortillas today, but we have flour tortillas, which will go very well with your dish."

In June, Chipotle decided to go beyond its basic training of burrito-making and key English phrases to its daylong confidence building sessions as part of its diversity efforts. The chain, which began in Denver 11 years ago, realized it had to go further to explain its unusual menu offerings.

Its next step is to roll out more intensive training on how the food is prepared so employees can answer questions such as "What is free-range pork?"

"It's going beyond, 'This is the rice, and this is the beans,' " Bishop said.

Phone skills up next

The chain also plans to teach employees phone skills. Sometimes if the manager isn't available, employees who aren't native English speakers are reluctant to answer the phone.

Bishop said the chain encourages its employees identified for promotion to learn English and sends them to classes.

While it's hard for employees who are often juggling two jobs, they're often willing to make the commitment because they've seen line workers move into management. And it doesn't hurt that Chipotle plans to open more than 100 stores during the next year.

Taking a page from Southwest Airlines and others like it, lower-level employees were encouraged to take matters into their own hands. Act like you own the place, Robinson stressed. Make customers feel as if they've walked into your home.

That includes giving away food so customers can try it, Robinson said. That way, they'll see how good it is and come back for more.

On a recent trip to the Chipotle near the Chronicle for lunch, I saw that in action.

After I'd paid, I expressed interest in the guacamole.

"Try it," said the cashier, who dished out a generous sample. "It's really good."

And you know, it was.