By Joe Baur
There’s a “burritofication in progress” on Euclid Ave. near Public Square that should leave Clevelanders slightly more willing to believe in the latest comeback.
Chipotle announced in October they would be opening two new locations in Cleveland, one in Kamm’s Corner and one downtown in the first quarter of 2013. The addition will be downtown’s fourth big chain to open up in the surrounding East Fourth area, giving Clevelanders hope that we’re experiencing a legitimate revival.
Hope? From Chipotle? Let me explain.
No, bloated bellies and butt-clenching bathroom runs are not directly linked to the economic vitality of a city. But attention from national chains is.
For instance, Minneapolis, Portland, and Seattle are generally considered to be vibrant cities young professionals want to live in. They each have a Chipotle downtown. Detroit and Buffalo? God love ‘em, but you’ll have to go to the ‘burbs for a Chipotle burrito.
In addition, the aforementioned urban paradises have sustainable populations in their urban cores. The populations of downtown Detroit and Buffalo aren’t nearly as significant, hence you’ll find less chains and local restaurants, period.
Fact is, chains don’t typically invest in a neighborhood that’s on the rebound like a family-owned restaurant or indie shop might. They invest in neighborhoods that are already sustainable. Chipotle’s decision to open a store in downtown Cleveland signals they believe they’ll get a return on their investment to locate in the neighborhood. It means they believe they’ll see enough foot traffic from workers and residents to warrant opening a street front location. That’s something to be excited about.
Some scoff at chains altogether. I’m usually one of them. In fact, I have somewhat of a gag reflex whenever someone mentions Quaker Steak and Lube. (Lube? Why do they want me to think about lube when I’m eating!?).
Chain-haters say Cleveland is a town of independent restaurants, farm-to-table establishments, and robust farmer’s markets. Abso-freaking-lutely, 100 percent spot on. A few chains aren’t going to change that Cleveland mentality. I’m still going to shop at West Side Market even if a Target opens downtown someday, and I’m still going to take the bus to Ohio City Burrito over Chipotle. OCB supplies a better product, and quite frankly kicks Chipotle’s ass in the burrito-wrapping department. Seriously, no spillage ever!
Others say we don’t need the validation from some national, corporate beast-monster. Righto again. If you know you’re awesome, you don’t need someone to tell you. If you think Cleveland is awesome, then you likely don’t need a Chipotle to tell you so either. This isn’t about validating ourselves as Clevelanders. Trust me, I wasn’t planning to leave my apartment if Chipotle didn’t move in before my lease is up. It’s strictly an indicator of downtown’s growth.
In a utopic world, I’d ban chains from my neighborhood altogether. Hell, my first thought when I saw the “burritofication” sign was that I’d rather Ohio City Burrito opened up downtown. But keeping chains out of a growing urban center is not realistic. Chains are in the business of supply and demand. If they sense a demand, they will supply. They’re the ones that can afford the expensive realty of downtowns, and that’s why some of Cleveland’s best establishments are found in the less expensive surrounding neighborhoods.
That’s not to say local brands can’t move in next to a chain. Some suspect Erie Island Coffee Co. helped close the doors on Caribou Coffee in Rocky River. Erie Island saw the demand for good coffee and atmosphere in that area, and ended up delivering a better product. They won.
The same can happen downtown.
A Chipotle is going to have more money behind them to take the risk of opening in a new location. If they’re successful, that tells local restaurateurs there’s a taste for burritos in the area, and will hopefully encourage others to consider opening their own establishment to compete with Chipotle.
(Seriously, if the owners of Ohio City Burrito are reading this, please send your mouth-gasmic concoctions and free guac downtown.)
Again, we’re not going to stop chains from entering the Downtown Cleveland market, regardless if they’re welcomed or not. Since we can’t stop the inevitable, we need to encourage a delicate balance. Chipotle is going into an empty storefront that’s set along Euclid Ave. They’re not building a drive thru, surface parking lot, or defacing our historic identity. I’m cool with that, and won’t begrudge them for opening a new tax base downtown. But I’m still going to buy lunch at A.J. Rocco’s and Prestos to do my part in ensuring local businesses survive in an increasingly expensive downtown market.
Besides, name a thriving American city that doesn’t have a Chipotle or a Starbucks. Cleveland isn’t going to be the first.
Joe Baur is a freelance writer, filmmaker and satirist with a diverse array of interests including travel, adventure, craft beer, health, urban issues, culture and politics. He ranks his allegiances in the order of Cleveland, the state of Ohio and the Rust Belt, and enjoys a fried egg on a variety of meats. Joe has a B.A. in Mass Communication with a focus on production from Miami University. Follow him at MildlyRelevant.com and on Twitter @MildlyRelevant.
One Response to “Downtown Chipotle is a Milestone of Sorts for Latest Comeback”
BEN
Only the French Quarter can sustain a chainless boundary. Cleveland needs to enthusiastically, loudly and maybe even a little obnoxiously welcome and celebrate the arrival of chains. If Clevelanders know what’s good for their city they will support chains. (I have no doubt that this Chipotle will be busy – just saying). Perhaps the chain even needs more support than local businesses; coddling you could say.
A feeling of awesomeness I suppose feels, well awesome, but everyone on the outside looking in goes by metrics (of which “feeling of awesomeness” is not one). Chains themselves support local businesses, local charities, donate to local fundraising events, provide jobs that owing to name recognition have weight on resumes, etc… The subset of people who would pass up a Target to go to the Westside Market are the minority. They are “awesome,” but they are the minority. And let’s be honest, the WSM does not sell towels, staplers, TVs, or vacuum cleaners.
To attract more outsiders – and retain them – downtown could use two Chipotles, a Target, a Macy’s and maybe one day a line of double decker buses driving Abercrombie and Fitch’s hottest boys and girls down Euclid Avenue. Ah, I can smell Fierce in the air now. Or maybe that’s just me.