We have two day-parts, lunch and dinner. We don't have breakfast. We don't have drive-thru. We don't have late night. We don't have 24-hours.

We're not best in the world at burritos and tacos. What we're best in the world at is building a people culture, sourcing really great ingredients, cooking according to classic cooking techniques, understanding the corresponding economic model and how to tweak that and drive that and provide this really great, new fast food experience.

From the very beginning. I didn't know what the fast-food rules were.

Steve Ells Quotes