I walked into El Pollo Loco in San Luis Obispo intending to buy a burrito. I asked the woman at the counter how big they were, and at first she showed me a cup for comparison. I told her that didn’t really tell me much, so she said, “Here, let me get you one,” and showed me an actual wrapped burrito. As soon as I saw it, I said, “It’s too small.” I simply said no thank you and walked out. The employee wasn’t rude, but she made no attempt to keep my business. There was no offer to make it bigger or even ask the cook if they could accommodate me. I went down the street to Chipotle instead, and WOW, what a difference. I paid $9.95, which was $2.54 LESS than El Pollo Loco’s $12.49, and received a burrito that felt like it was around 24 to 26 oz. The size difference was enormous. I didn’t ask for extra portions. They simply made me a huge, substantial burrito. Everything looked fresh, I could see the ingredients, and I watched my food being prepared right in front of me. I walked away completely satisfied. That’s VALUE. Why would I pay $12.49 for a much smaller burrito when I can go down the street, pay $9.95, and get dramatically more food? I’ve eaten at El Pollo Loco before and never found the food particularly impressive, and this visit didn’t change my mind. The restaurant also wasn’t very busy and, in my opinion, didn’t look especially clean or inviting. My biggest issue, though, is simply VALUE. El Pollo Loco had the opportunity to earn my business, but once I saw what $12.49 was getting me, I wasn’t interested. I’m actually glad I walked out because I discovered what I can get nearby for $9.95. For me, the choice is simple. PAY LESS AND GET A LOT MORE, or PAY MORE AND GET A LOT LESS. I know which one I’m choosing. It’s Chipotle next time, and probably many times after that. For $9.95 and that kind of portion and freshness, Chipotle earned a repeat customer that day, while El Pollo Loco lost one.