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.

We want to make the old fast food model irrelevant. We want to make great ingredients and classic cooking techniques accessible to everybody.

Chipotle is really showing that there's a better way to do fast food.

Steve Ells Quotes