When I started Chipotle, I didn't know the fast-food rules. People told us the food was too expensive and the menu was too limited. Neither turned out to be true.

I thought we were going to get customers excited by telling them there were no antibiotics in our meat or no growth hormones used to raise the animals or no RBGH in our cheese or sour cream. Well, that's not a very appetizing message.

The best Chipotle restaurant managers get the title 'restaurateur' and a $10,000 bonus for each person they hire who starts as crew and goes on to become a manager.

Steve Ells Quotes