How I Built This with Guy Raz Advice Line with Steve Ells of Chipotle
43 snips
Apr 9, 2026 Steve Ells, founder of Chipotle and serial restaurateur, offers quick-fire advice on building restaurant concepts and operations. He discusses lessons from closing a robot-powered sandwich project and why human touch still matters. He helps founders stand out with place-driven products, smart packaging, and targeted marketing to reach younger customers.
AI Snips
Chapters
Transcript
Episode notes
Kernel Pivoted From Robots To Human-Led Sandwiches
- Steve Ells launched Kernel as a plant-based, robot-assisted restaurant but pivoted after customer response favored human interaction.
- He closed two Kernel locations, retooled them into Counter Service sandwich shops with fresh-baked bread and roasted meats, and saw strong reception.
Robots Improve Efficiency But Not Customer Connection
- Automation can improve workflow economics without eliminating the value of human interaction in food service.
- Steve found robots useful for picking and timing but customers still preferred people greeting them and assembling food in front of them.
Focus Your Brand On One Signature Product
- Focus on what you can be best in the world at rather than spreading across many product types.
- Steve advised Rebecca to lean into her place-based botanicals for gin and make that the core brand rather than equally pushing vodka and whiskey.