Debateably the best restraunt ever to make the market, but since I seem to have to prove everything to everyone else I'll list my reasons... because I want to dammit.
A - It isn't a fast food joint, it isn't meant to give people hurried, messy service so they can get their instant gratification and run off to their next activity, life moves too fast not to enjoy food.
B - It's (Almost) hands on, you get complete customization of your burrito and you can watch them do it, that reduces the stress on the people making them because they don't have to try and recall if the customer wanted something or not. And it gives the people less room to complain.
C - It's delicious. Well obviously I find the food almost heaven sent, the chicken has just the right amount of spice to it without making the burrito a sizzling, char broiled flour shell with a burnt offering inside. And the sour cream/cheese resets the burrito to neutral to allow for the great taste of all three, but mildly warm and incredibly filling.
D - It's cheap.
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I ain't talkin' bout no gun neither. wink
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James Rivers Community Member 
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Counter/Concurment with your points:
A - Well it IS fast food, just not eaten fast food. They just make it fast.
B - Nothing to say here
C - Yep. D'you get any salsa on it? ******** awesome when you get the hot salsa on it.
D - ******** no. It's not the Ritz or other fancy NYC joints, but it sure as hell ain't "cheap"