How I Built This with Guy Raz Chipotle: Steve Ells
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Oct 30, 2017 Steve Ells, founder of Chipotle, discusses transforming fast food with gourmet burritos. He shares the early challenges, rapid expansion, strategic partnerships, overcoming a food safety crisis, and transitioning to success in the burrito business. Additionally, the podcast explores the rise of Zatar as a popular condiment in stores.
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How A Mission Burrito Sparked Chipotle
- Steve Ells visited Mission District taquerias in San Francisco and copied their burrito assembly and foil-wrapping service to create Chipotle's line format.
- He calculated on a napkin that low rent, few staff, and $5 burritos could fund a fine-dining restaurant, inspiring the first Denver store in 1993.
Let Customers See How You Build The Product
- Design your space to reveal how the product is made to reinforce brand authenticity and trust.
- Ells used inexpensive visible materials (plywood edges, open kitchen, stainless counters) so customers could see ingredients and construction.
First Chipotle Grew Overnight After One Review
- The first Chipotle (850 sq ft) opened July 13, 1993, with recipes developed the day before and no written recipes; crew tasted food to learn techniques.
- A glowing Rocky Mountain News review in October created lines out the door and caused them to run out of food repeatedly.