“You know, I hate to borrow Apple's tag, but think different. Really. From the very beginning. I didn't know what the fast-food rules were. I got my training at the Culinary Institute Of America, and then I opened up a fast food place according to fine dining rules.” ThinkingKnowsDifferentAmericaHateFineTrainingI HateApplesCulinaryInstituteFast FoodTagDiningThink DifferentFine DiningElls Author:Steve Ells
“We decided long ago that we didn't want Chipotle's success to be tied to the exploitation of animals, farmers, or the environment, but the engagement of our customers.” WantLongAnimalEnvironmentDecidedCustomersFarmersEngagementTiedLong AgoExploitationChipotleElls Author:Steve Ells
“When I created Chipotle in 1993, I had a very simple idea: Offer a simple menu of great food prepared fresh each day, using many of the same cooking techniques as gourmet restaurants. Then serve the food quickly, in a cool atmosphere. It was food that I wanted, and thought others would like too. We've never strayed from that original idea. The critics raved and customers began lining up at my tiny burrito joint. Since then, we've opened a few more.” IdeasWantedSimpleOffersOriginalsCookingPreparedCriticsCustomersTechniqueTinyAtmosphereRestaurantsEach DayJointsMenusOriginal IdeasGourmetGreat FoodSimple IdeasLining UpBurritosChipotleElls Author:Steve Ells
