"I think a lot of people have tried us in cities like Washington, D.C., or New York City or some of our upstate New York restaurants," says marketing consultant Jacqueline Gonzales. "We're doing very well in both Rochester and Albany. We've had a great reception in the entire upstate market. We've had a ton of Syracuse University students come in today and they've been excited about us. The college kids tend to love us."Despite its similarities to other national fast-food chains, Chipotle tries to divorce itself from the McDonald's stereotype, reinventing its personality as good neighbor and solid citizen. "We have a vision and a mission called 'Food with Integrity,'" Gonzales explains. "It has us on a search to find the absolute best ingredients from the best sources that we can. We like to get them from places that have respect for the environment and respect for the land and the animals and the farmers, which eventually is respect for our customers who come in and spend their hard-earned money. So we do a lot of things that other fast-casual restaurants don't by sourcing naturally raised meats, hormone and antibiotic free, vegetarianfed, humanely raised. We try to find local and organic produce whenever we can."Brightly colored decor, wooden benches and an open kitchen give an efficient look to Tacolicious, a joint with its own take on food. "It's a Mexican-American type of thing," [Della Reese Brown] explains. "That's what I'm trying to get here: sophisticated Mexican-American with a lot of different specials. Right now we've got Cajun shrimp tacos, grilled tilapia, ground turkey and ground beef, veggie tacos and Mexican chorizo. One of our top sellers is our nachos and cheese with the works: any topping, any meat you want. Another special is two tacos and a drink for $6."
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