Steve Ells Quotes
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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.
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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.
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We aspire to make artisanal tortillas on an industrial scale.
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Focus on just a few things, and do them better than anybody else.
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I'm always tweaking, always trying to make it better, constantly moving the levers and dials.
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Just because food is served fast doesn't mean it has to be made with cheap raw ingredients, highly processed with preservatives and fillers and stabilizers and artificial colors and flavors.
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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.
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