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 Tuesday morning dawned wet and dreary in the Spring-Ford area. Fog shrouded the sky, and several light showers developed into a heavier rain by mid-morning.
The conditions didn’t deter dozens of brave burrito aficionados, though, as they gathered outside the doors of California Tortilla in The Court at Upper Providence, Ridge Pike near Township Line Road.
The first person to arrive for the restaurant’s grand opening was Bryan Smith, Perkiomenville, who took his spot in front of the doors at 2 a.m. The 34-year-old father of two confessed he is “devoted to burritos.”
“We also live the burrito life,” chimed in Katrine Stockton, Royersford, as she wrapped her blanket around herself a little more tightly in the chilly morning area. She and three friends arrived at California Tortilla at 3 a.m. “It’s been a long, cold morning,” admitted another member of the quartet, Josh Fulmer, also of Royersford.
California Tortilla rewarded the first 10 people in line for the 11 a.m. opening a free burrito every week for a year. The next 20 people in line received a free burrito every week for a month. In addition, everyone who visited the restaurant from 11 a.m. to 2 p.m. and from 5 to 8 p.m. received a free burrito and soda.
The eighth person in line, Ellen Krafty, Upper Providence, was thrilled that she was able to join the festivities on time, arriving a little after 7 a.m. She was so excited that she quickly called a friend who lives in a development just across Ridge Pike from the shopping center. Her friend was able to join her as number 9.
Krafty had already eaten at California Tortilla twice, as the shop first opened to customers on Nov. 6. “The burritos are really good,” she said. On her first two visits, she tried two different specialty burritos, and on Tuesday she was ready to try a third.
She commended the two young men ahead of her in line, Nick Feudale, Skippack, and Fernando Molinaro, Sanatoga, who shared their warmth (a portable heater) and shelter (a canvas canopy). The two admitted they had stood in lines like this for concert tickets, but never for a restaurant opening. Molinaro quickly added, “I would do anything for a burrito, almost.”
With the 11 a.m. opening approaching, several corporate representatives spoke to the crowd and worked to build the enthusiasm and excitement. Finally, store owner Sean Gray and company co-founder Alan Cohen led a countdown and shout of “Yee-ha!” and the first 10 people were allowed inside.
Company president Bob Phillips, said this is the 32nd store for the Rockville, Md. based chain and the first in Pennsylvania. The location “just has a lot of the elements that we like,” he said, including exposure to the road; the other tenants of the center, such as Target and Giant, and the demographics, which are well-suited to the family-friendly eatery.
Cohen and his partner founded the firm in 1995 in Bethesda, Md. Cohen explained that he had lived in San Diego for 20 years, and similar shops were found “on every corner.” When he moved east, he missed that, and California Tortilla was born.
He said he and his partner are “like a Mom and Pop” operation, so when the second store opened, he felt they had enough. Then Phillips came on board with interest and ability in franchising, and the chain began to grow.
Most of the stores are in the Washington, D.C. area of Maryland and Virginia. A new shop opened in Florida recently, but Cohen acknowledged that jump was only made possible because the franchisee is his stepson. The chain is starting to expand further, with a store in Delaware and now Pennsylvania. They are now looking in New Jersey and New York, and there has been some interest in the Carolinas, he said.
Cohen has been at each store’s grand opening. He recalled one in Virginia where people began camping out at 4 o’clock on the previous afternoon and remained in line through 7 degree temperatures.
“It’s amazing. When it comes to burritos, people are really into it,” he said. “We have so much fun doing all this stuff,” he added. That enthusiasm was reflected on the faces of all the staff inside, who smiled and cheerfully greeted every customer.
Downingtown resident Gray and his wife, Nicole, co-owners of the Upper Providence store, shared the excitement of their staff and the company representatives. “I love it. We’re so excited. It’s lots of fun,” Nicole said, surrounded by balloons, streamers and strings of chili pepper lights.
Gray said he became involved with California Tortilla because “I love the concept.”
The restaurant seats 75 and has about 26 employees. Phillips predicted more than 1000 burritos would be served throughout the grand opening celebration.
California Tortilla’s burritos are big and overstuffed, jammed with beef or chicken, Mexican rice, black beans and romaine lettuce. The specialty burritos include such flavors as blackened chicken Caesar, Caribbean jerk chicken, honey lime and Thai chicken. Any of the burritos can also be purchased as a bowl, without the tortilla.
The store also offers tacos, quesadillas, fajita platters, salads and more. Customers can watch their food being assembled behind the glass counter. The shop also features a “wall of hot sauce,” with 70 different varieties of hot sauce, each labeled with a heat ranking from 1 to 10.
California Tortilla even offers catering for groups of 20 or more.
The Upper Providence store is open Monday to Saturday, 11 a.m. to 10 p.m., and Sunday, 11 a.m. to 9 p.m.
For more information visit www.californiatortilla.com.
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