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The Story Behind Chipotle’s Meteoric Rise (and McDonald’s Failure) | We Witnessed

The Story Behind Chipotle’s Meteoric Rise (and McDonald’s Failure)

The story behind the first gourmet fast food restaurant – something between McDonalds and sit-down restaurant – Chipotle has created an industry of copycats. Read the story behind how Chipotle came to be from the founders, key executives, and more.

We Witnessed: Chipotle

Title: Chipotle: The Definitive Oral History

Publisher: Bloomberg

Published: February 02, 2015

Featuring: Chipotle founder and CEO Steve Ells, Bob Ells (father), Bob Crumpacker (CMO, college friend), Monty Moran (Co-CEO, college buddy), Joe Stupp (Head of Social Media, college pal), Gretchen Selfridge (COO), key executives, pig farmers

Abstract: The builders of a $22 billion burrito empire—the founder, his father, his college buddies, key execs, and a couple of pig farmers—open up about how they won the fast-food future. And yes, they dish about McDonald’s. Chipotle’s commitment to fresh, high-quality ingredients, to the point that employees slice hundreds of thousands of pounds of tomatoes a day manually, but still only charge slightly higher prices. The combination of affordable and fresh has helped to define a new wave of “fast casual” dining.

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