Today I went to Qdoba, the mexican fast food place that just opened a location on 53rd and 3rd. It's remarkable how many details there are the same as at Chipotle, which has a location one and a half blocks away. From the shredded pork available in the burritos, to the salsa options, the self-service fountain drinks and the selection thereof, the bottles of hot sauce and lime wedges, to the slogans about emphasizing fresh ingredients, it's a bit spooky. I won't pass judgment on who copied whom, because the real story is often more complicated than it seems, but it's certainly a direct challenge.

Some things are done differently. The Chipotle location nearby is a dank, industrial box. Frigid air gusts in every time the door is opened. The line snakes around the entire place at peak times, so that everyone eating there has hungry people standing over them. The very high ceilings somehow make it all the more forbidding. It's about the worst place imaginable to eat the food you buy there.

Qdoba is a big improvement in both atmosphere and crowd control. They have two separate burrito assembly lines, and the queues are kept folded up and away from the plentiful seating. A vestibule keeps the cold air out. When I walked in an employee said "welcome to Qdoba," both greeting me and informing me of the correct pronunciation--cue doh ba.

As for the food, some have said it's not as good as Chipotle. Personally I guess I'm something of a burrito utilitarian; I couldn't detect any big difference.

I'm not sure how all this looks for the Burritoville that is almost directly across 52nd Street from Chipotle, completing the trifecta. Its food is somewhat inferior, but it still draws a lunchtime crowd, and I've had a soft spot for the chain ever since high school, when the student special (two dollars for a small burrito and a drink) and free tortilla chips nourished us.

As for me, I'm happy with this turn of events. Clearly the neighborhood's burrito demand was not being met by two merchants. Perhaps the new competition will force Chipotle to become a bit more civilized.