Since the beginning of the year, Counter Service has been selling massive sandwiches, mostly via delivery, curated by Chipotle founder Steve Ells.
Grab one of the iconic sandwiches near Sixth Avenue in New York.
Choose from the following 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 are relatively easy to find throughout the city, many customers are unaware that they are from the creator of Chipotle.
Ells, the founder, converted the space of his previous vegan venture, Kernel, into a sandwich shop.
Kernel went vegan in 2024, with the goal of streamlining its fast-casual kitchens with fresh ingredients, a robot arm, and automated processes.
With $36 million in funding, Kernel used the robot arm and an app to boost the launch, with the arm producing up to 1000 individual products per day.
Kells also stated in an interview with Eater, “Veganism is very polarising, I’ve learned.”
The Chipotle founder then set out to build a company that prioritised efficiency and higher-quality ingredients than those found in traditional fast-food restaurants.
He also wanted to have less labour that paid more, all while reducing waste.
Andrew Black, the former chef at Eleven Madison Park, designed the counter service sandwiches.
According to reports, the shop sources high-quality bread, roasts its own meats, and makes house sauces.
GIVE US MORE
Chipotle has stated that one of the changes it is actively working on is in response to recent criticism, as reported by The United States Sun.
Earlier this year, the fast food chain was accused of instructing employees to serve customers less in bowls and burritos.
These rumours caused an uproar among Chipotle’s customers.
This resulted in a viral TikTok trend in which staff were filmed filling bowls and burritos to ensure that enough food was provided.
The trend has gone by several names, including the Chipotle “cell phone rule.”
Brian Niccol, the former CEO, strongly denied the 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 emphasised that generous portions have “always been” and “always will be” one of the brand’s most valued attributes.
“Receiving feedback prompted us to improve our execution throughout the system, with the goal of consistently serving our guests.”Custom burritos and bowls with generous portions,” he explained.
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 –Â 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
