A Quote by Steve Ells
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.
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I started Chipotle with the idea to create an experience that's fast - and not fast food.
For too long, great food has really only been available in high-end restaurants and specialty food markets, but Chipotle is making the same gourmet quality food available and affordable so everyone can eat better.
When I created Chipotle in 1993, I had a very simple idea: Offer a simple menu of great food prepared fresh each day, using many of the same cooking techniques as gourmet restaurants. Then serve the food quickly, in a cool atmosphere. It was food that I wanted, and thought others would like too. We've never strayed from that original idea. The critics raved and customers began lining up at my tiny burrito joint. Since then, we've opened a few more.
You know, I hate to borrow Apple's tag, but think different. Really. From the very beginning. I didn't know what the fast-food rules were. I got my training at the Culinary Institute Of America, and then I opened up a fast food place according to fine dining rules.
Fast food is popular because it's convenient, it's cheap, and it tastes good. But the real cost of eating fast food never appears on the menu.
The current fast food that we have is inexpensive when you buy it, but the long-term costs of eating it and the long-term costs to society, are much too high. This cheap food, when you add up all the total costs, is much too expensive.
One of the reasons we eat fast food is that we don't have to cook fast food. We are out-sourcing cooking to corporations, they tend to cook with far too much salt, fat, and sugar.
Too much trouble," "Too expensive," or "Who will know the difference" are death knells for good food.
A lot of stuff, all the fast food, the cheap food, the dollar menu - I had to cut all that off.
I go to the fanciest restaurants in the world and try them out. I like to see these chefs that are wizards do their thing. I like two types of food: cheap fast food - In-N-Out Burger, Taco Bell, stuff like that - or expensive food. Anything in between just bothers me.
Studies have found that preparing your own food is usually healthier and less expensive than buying fast food. But most people just don't have the time.
Oh yes, there's lots of great food in America. But the fast food is about as destructive and evil as it gets. It celebrates a mentality of sloth, convenience, and a cheerful embrace of food we know is hurting us.
I think America's food culture is embedded in fast-food culture. And the real question that we have is: How are we going to teach slow-food values in a fast-food world? Of course, it's very, very difficult to do, especially when children have grown up eating fast food and the values that go with that.
I think Americas food culture is embedded in fast-food culture. And the real question that we have is: How are we going to teach slow-food values in a fast-food world? Of course, its very, very difficult to do, especially when children have grown up eating fast food and the values that go with that.
In terms of kids not liking the food, I am shocked. I know that it's not true. I know that when kids are not educated about healthy food, they have a resistance to it. The resistance comes, again, from the fast-food culture.
I hear loads of cynics saying that I'll never be able to change anything. They say that junk food marketing and the ready availability of fast food is just too powerful. But I'd say in response, screw you. I know that most people, if they're really honest, are fed up with the same old rubbish
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