Dining out in Morristown: Tito’s Burritos
Customers use the salsa bar at Tito's Burritos in Morristown. (Photo: Sarah Rice)
BY WILMA HURWITZ
SPECIAL TO MORRISTOWN THIS WEEK
Tito's Burrito's came to Morristown in December 2008. Seemed like a loco time of year to open a new restaurant (the end of the holidays and into the colder winter months). Surprisingly enough, Tito's was a big hit to the Washington Street/Schuyler Place lunch crowd.
This past year's challenging economy has been tough on Morristown restaurants with some new places closing around The Green. But not Tito's. Why has this new restaurant been so successful? We asked general manager Mike Caldarella.
"For our first year here, we have focused on building a quality product that satisfies the interests of our Morristown communities.
"To reach the school community, we have donated 'fiestas for 20' to Delbarton and Morristown Beard schools. These fiestas are catering gifts for their charity auctions that support various programs at the schools. We're looking to cultivate similar relationships with the other schools here in town.
"Also we've participated in annual community events like Festival on the Green, A Taste of Morristown and Restaurant Week," which comes next month.
But the real bottom-line community for Tito's is the customers who come daily for lunch and dinner.
Caldarella explained: "We are still getting to know our different customers. Morristown is such a great community with lots of cultural diversity. We see this in the folks who come to Tito's — from local neighbors, downtown business workers, Morris County courthouse staff, attorneys, school students and teachers to visitors and tourists from all over the world."
Another significant difference that Tito's Burritos understands is the motivation of the prospective diner. For example, there's a certain unique modus operandi to the local lunch crowd.
"When I lived in New York City, I did the office life for 10 years," Caldarella said. "You work in one place and go out to lunch in that neighborhood. You find a spot you love, and you want to build on it. You want to take your time and try everything on the menu.
"For our restaurant, this is a great chance to build customer commitment by doing a great job with their current preferences and gracefully introducing them to other menu choices."
Tito's Burrito's is doing a great job for the catering crowd. Many Morristown area businesses have gone beyond seeing a burrito as just a quick bite in a restaurant and are ordering out for lunch or dinner. Most popular are their burritos by the tray (5 burritos/tray) or the 'build your own taco bar' party pack (ingredients packed separately so you can make your own tacos — usually enough for 20 tacos). No charge for delivery in the Morristown area.
What are the most popular served or take-out items at Tito's?
"Number One is The Bird (is The Word)," Caldarella said. Stuffing for this burrito includes some grilled boneless chicken breast with black beans, yellow rice, Tito's cheeses, sour cream, pico de gallo (Spanish for rooster's beak — the name of a delicious side condiment of chopped tomato, onion and chilies) and some "guac" (Tito's language for guacamole — a dish of chopped avocado, minced tomatoes, cilantro and other spices).
Or try the Big Easy with blackened chicken that is served with similar fixings to The Bird. For beef lovers, Tito's MacDaddy is a winner. This burrito features grilled steak with black beans, yellow rice, Tito's cheeses, sour cream, pico de gallo and fresh guacamole on a 12-inch tortilla.
Let's hear from some of our original customers in the December 2008 story:
Kevin Gallagher, whose business is in nearby Cedar Knolls, told us in 2008: "I was here in town today reading holiday stories for my youngest daughter's class of second-graders at Assumption School. Decided I would swing by and try Tito's for lunch. I love it, think it's great. Their 'Cal-Mex' food is quick and delicious. We were here for opening night a few weeks ago."
Today Gallagher reiterated his praises. "Tito's continues to be a destination place for me, my wife and three children. When we come here we all love to get our favorites and enjoy the time together. My wife and our oldest child like the shrimp burrito, another child likes the tacos and the third likes the chicken quesadilla. I always get the steak burrito — that's Tito's MacDaddy."
In 2008, Jeffrey Advokat, a Morristown attorney, said: "This place will make it. The food is good. It continues the fine reputation from the Summit location, and the prices are not crazy."
Today, he said: "I was right in 2008. The place is still great. Good food, good prices and good value."
TITO'S BURRITOS
Where: 26 Washington St. (corner of Schuyler Place), Morristown
Phone: 973-267-TITO (8486)
Hours: Monday-Saturday from 11 a.m. to 9 p.m.; Sunday from noon to 8 p.m.
Cuisine: "Cal-Mex," a blend of spicy Mexican dishes with nutritious "California" ingredients
Liquor: BYOB
Credit Card: sVisa, MasterCard, American Express and Discover
Price Range: Entrees from $3 for a kid's taco to $8.95 for an adult-sized blackened salmon burrito
Reservations: Not needed
Dress: Casual
The Scene: Everyone around the Green and on Washington Street — busines speople, county employees, attorneys, court personnel, new residents on The Green, visitors, families with children (especially in the evening) as well as students and teachers from Morristown High School and the Morristown branch of County College of Morris.
Atmosphere: Colorfully painted dining area with a few high-chaired tables and bar-style window seating that faces the action on Washington Street and Schuyler Place.
Outdoor dining: Some tables and chairs on sidewalk in warmer months.
Parking: Friendly.
Owner and manager: Mike Caldarella. Originally from Flushing, N.Y., Mike is a key member of the team that launched the first Tito's Burritos in Summit in 2005.
Specialties: Chicken, meat and/or vegetable burritos and tacos; Tito's special "Heart Healthy" fish burrito of the week.
Website: http://titosburritos.com/