Chipotle set out to challenge fast food trends and be better than the competition–in the end, they launched a new industry. Here’s how they rose to the top of the fast-food chain
March 18, 2014 Leave a comment
HOW CHIPOTLE CHANGED AMERICAN FAST FOOD FOREVER
CHIPOTLE SET OUT TO CHALLENGE FAST FOOD TRENDS AND BE BETTER THAN THE COMPETITION–IN THE END, THEY LAUNCHED A NEW INDUSTRY. HERE’S HOW THEY ROSE TO THE TOP OF THE FAST-FOOD CHAIN.
BY DENISE LEE YOHN
In 1991, Steve Ells couldn’t afford to eat regularly at the legendary Stars restaurant where he was working as a $12-an-hour line cook. Instead, he was more frequently found gorging himself on giant burritos at a taquería in San Francisco’s Mission District called Zona Rosa. It was there, over a carnitas burrito, that Ells had the insight that would change his life–and American fast food–forever. Read more of this post


