10 years ago
Chipotle: The Definitive Oral History
By restaurant industry standards, Chipotle Mexican Grill does countless things wrong. Its outlets aren’t in the busiest locations. It spends too much money on food. It doesn’t serve breakfast; it doesn’t do drive-throughs, franchises, or even much in the way of advertising. It almost never adds anything new to its menu. Employees still cut all the tomatoes — hundreds of thousands of pounds a day — by hand. It is, in so many ways, the anti-McDonald’s.
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