The name says it all... FRESH.
The ingredients are very very fresh... no mushy tomatoes, unidentifiable meat, every ingredient looks like it should and kind of reminds me of homemade because it's not like a big concoction of stuff like some places make.
They have variety, decent prices, and a huge bar with like 10 different types of sauces and salsas (example, mango salsa) along with little things like limes, cilantro..etc.
The rice is amazing, the corn tortillas are so good, every meal comes with pico de gallo, guacamole (sorry spelling), sour cream..etc.
You can see into the kitchen so you know what's going on with your food (know its fresh and that they are taking cleanliness into consideration..etc).
I don't know why people go to Chipotle when you could go here and get extra fresh stuff with real variety.
They are very nice as far as customizing orders go so picky eaters are happy too.
I love this place and don't eat spanish food ANYWHERE else now.