Izzo's Rolls Into Town

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Whenever I have the chance to explore Baton Rouge (an adventure usually affiliated with a hurricane evacuation), I'm struck by the number of Tex-Mex -- or Cal-Mex or LSU-Mex -- restaurants the town supports. One of the better of the lot has expanded to Metairie.

The newest Izzo's Illegal Burrito (warning, this site contains abundant and noisy Flash effects) opened today at 4316 Veterans Memorial Blvd., in what had previously been a fabric store. Izzo's uses a familiar and easy concept, where customers walk along a service line keeping pace with the burrito maker and pointing at whatever fillings they want in their tortillas, which go from big to extra-big to ridiculously big. The "illegal burrito" option costs about $14 and is the approximate size of a loaf of Bunny Bread.

The concept is fast and inexpensive and even with the profusion of new taquerias serving similar fare in the area I suspect the chain will do well here.

The first Izzo's opened near the LSU campus in 2001 and the company added two more Baton Rouge locations in the years that followed. The new Metairie store is part of an expansion outside of the capital city, and new locations are planned for Lafayette and Lake Charles.

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