About Chipotle Mexican Grill

Chipotle Mexican Grill

Chipotle Mexican Grill, Inc. (/tʃɨˈpoʊtleɪ)is a chain of restaurants in the United States, United Kingdom,Canada,Germany, and France, specializing in burritos and tacos.

Its name derives from chipotle, the Mexican Spanish name for a smoked and dried jalapeo chili pepper.

The company has released a mission statement called Food with Integrity, which highlights its efforts in using organic ingredients,and serves more naturally raised

meat than any other restaurant chain.Chipotle is one of the first chains of fast casual dining establishments.

Founded by Steve Ells in 1993, Chipotle had 16 restaurants (all in Colorado) when McDonald's Corporation became a major investor in 1998. By the time McDonald's fully

divested itself from Chipotle in 2006,the chain had grown to over 500 locations.


Founder Steve Ells, attended the Culinary Institute of America in Hyde Park, New York. Afterward, he became a line cook for Jeremiah Tower at Stars in San

Francisco.There, Ells observed the popularity of the taqueras and San Francisco burritos in the Mission District. In 1993, Ells took what he learned in San

Franciscoand opened the first Chipotle (39.67834N 104.967682W) in Denver, Colorado, in a former Dolly Madison Ice Cream Store near the University of Denver campus

using an $85,000 loan from his father.

Operation and distribution.

All of Chipotle's restaurants are company-owned, rather than franchised.[38] As of December 2012, 1430 restaurants have since opened throughout the United States and

Canada, with locations in 43 states, Ontario, British Columbia, and the District of Columbia.[39][40] Chipotle has expanded to Europe, with the first European

restaurant opened in May 2010 in London.

Corporate management

Chipotle’s team includes a residing corporate office of managers and its board of directors. Members of both teams are appointed to serve on committees: audit,

compensation, and nominating and corporate governance.

Field team

The field team are the employees who work closely with but not directly within specific restaurants.

A Chipotle restaurant sign

Chipotle's menu consists of five items: burritos, fajita burritos, burrito bowls, tacos, and salads. The price of each item is based on the choice of chicken, pork

carnitas, barbacoa, steak, or vegetarian (with guacamole). A tofu-based "sofritas" is being test-marketed.[51] Additional optional toppings include rice, beans, four

types of salsa, sour cream, cheese, or lettuce.


In 2003, a Center for Science in the Public Interest report stated that Chipotle's burritos contain over 1,000 calories, which is nearly equivalent to two meals' worth

of food.MSNBC placed the burritos on their list of the "20 Worst Foods in America" because of their high caloric content and high sodium.

Food sourcing

In 1999, while looking for ways to improve the taste of the carnitas,Steve Ells was prompted by an article written by Edward Behr to visit Concentrated Animal Feeding

Operations (CAFOs).Ells found the CAFOs "horrific", and began sourcing from open-range pork suppliers.

Advertising and publicity

People line up outside a Chipotle in East Lansing, Michigan during a "Free Burrito Day"

In the past, Chipotle mainly relied on billboards, radio ads, and word-of-mouth to advertise.In 2012, Chipotle aired its first nationally televised commercial during

the 54th Grammy Awards ceremony.[91] In 2010, the company initiated an ad campaign that mocks advice given to Chipotle by advertising agencies.Architecture
The exterior of a Chipotle in Durham, North Carolina

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