Burrito Beach Celebrates 30 Years with Chef-Crafted Limited Edition Burritos

A 30-Year Legacy of Flavor and Innovation

Burrito Beach, a homegrown restaurant chain in Chicago, has become a staple for locals and visitors alike. This summer, the chain will celebrate its 30th anniversary, marking a rare achievement in a city where many quick-service restaurants struggle to survive beyond a decade. With seven locations across neighborhoods like Lincoln Park and inside the food court at Northwestern Memorial Hospital, Burrito Beach has carved out a unique space in the local dining scene by offering a wide range of options that cater to various dietary needs.

Over the past three decades, CEO and founder Greg Schulson has witnessed the evolution of how Chicagoans perceive Mexican cuisine. He recalls that in the early days, many outsiders associated Mexican food with just burritos and tacos. However, as local chefs began showcasing the diversity and depth of Mexican flavors, the city's understanding of the cuisine expanded. This shift allowed Burrito Beach to differentiate itself from more traditional chains and even some casual fast-casual spots.

The first Burrito Beach location opened in 1995 on Lake and Dearborn. At the time, it operated as an assembly-line wrap concept, avoiding the term “burrito” due to its strong cultural connotations. The idea was to blend the spices and flavors of Mexico with the creativity of California, resulting in a fresh take on what a wrap could be. This approach resonated with customers, especially those looking for something more refined than the greasy, oversized burritos found in places like Taco Burrito Palace No. 2 or La Bamba.

As American dining habits evolved, so did Burrito Beach. Schulson notes that the chain transitioned from wraps to a full-fledged “Mexican grill,” focusing on affordable meals made with higher-quality ingredients. “We really do cooking at our restaurants,” Schulson says. “I don’t think a lot of our competitors necessarily do.”

Affordability remains a key focus, especially as rising costs—such as Trump’s tariffs—threaten to increase prices. “No one wants to pay $17 for a burrito,” Schulson adds. This commitment to value has helped Burrito Beach maintain its loyal customer base over the years.

Collaborations and Cultural Sensitivity

In 2002, Burrito Beach took a bold step by collaborating with local chefs to create limited-edition menu items. Chefs like Paul Kahan of Publican and Shawn McLain of Spring crafted their own burritos, setting a precedent for future partnerships. To mark its 30th anniversary, the chain is once again teaming up with notable chefs, including Paul Kahan, Margaret Pak of Thattu, and Beverly Kim of Parachute. These collaborations not only highlight the culinary talent in Chicago but also support charitable causes chosen by the chefs.

The recipes at Burrito Beach are developed by David Schy, a former corporate chef who worked under renowned chef Jean Banchet. His creations include unique dishes like a fried fish taco inspired by a Chicago dog, as well as variations such as barbecue beef or Buffalo chicken. Schulson, a native of Glencoe, is deeply involved in the industry, having served as a past chairman of the Illinois Restaurant Association.

Schulson is also mindful of cultural sensitivity, particularly in light of a 2017 incident in Portland, Oregon, where two white women faced backlash for allegedly stealing recipes from Mexican women. “We’re not pretending to be something we’re not,” Schulson says. He emphasizes that while some menu items, like the Buffalo chicken bowl, are far from traditional, his passion for Mexican cuisine is genuine. “I grew up loving Mexican food… I could eat this food every day. I’m not Mexican, but it doesn’t mean I don’t love the food, it doesn’t mean I don’t care about doing it right.”

Celebrating 30 Years with Chef-Crafted Burritos

To commemorate its 30th anniversary, Burrito Beach will offer special, limited-time-only burritos created by celebrity chefs. Starting in August, the chain will feature:

• Paul Kahan’s spicy steak burrito, available from Monday, August 4, through the end of September.
• Margaret Pak’s masala chicken burrito, available from October through November.
• Beverly Kim’s bibimbap steak burrito, available from December through January.

Proceeds from these promotions will benefit a charity of the chefs’ choice, adding a meaningful dimension to the celebration. Each dish reflects the unique style and influence of the respective chef, further solidifying Burrito Beach’s reputation as a hub for innovation and community engagement.