"When I created Chipotle (pronounced chi-POAT-lay) 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." Steve Ellis, Founder and CEO
It started like this… a classically trained chef decides to put his unique culinary take on burritos and tacos. He's focused. Obsessed with using only the finest, freshest ingredients. Runs the kitchen of his little burrito joint like that at the five-star restaurant where he honed his skills. Prepares everything fresh each day. Spends hours getting everything perfect, so your order is ready in seconds. After all, just because food is served quickly is no reason you can't have a great meal.
It's that kind of attention-to-detail that sets Chipotle apart. We only serve a few things, so we can concentrate on doing them very well. And we use only the best ingredients. But they're simple. And that idea, taking something simple and elevating it to something special is what Chipotle is all about. It's all summed up in our name. A chipotle pepper is just a simple jalapeño pepper that's been smoked and dried elevating it from ordinary to something extraordinary. Tasting is believing.