Chipotle is a pretty new and upcoming restaurant, so its recent history is basically its whole history. Chipotle first started in 1993 with the simple idea of redefining “fast-food” by using top notch ingredients, cooking skills, and a brand new design (Chipotle, 2015). This created a brand in which mixed both features of fast food restaurants and fine dining. Being in the food industry, over 20 years later, Chipotle has revolutionized the market by utilizing the top ingredients and different types of food. This includes the “burrito bowl,” first introduced in 2003, and exploded, selling about 7 million per year (Chipotle Investor Relations, 2015). Another recent success was the introduction of the Chipotle salad in 2005, which was also a big hit. Using their motto of Food with Integrity, chipotle continues …show more content…
This motto has been Chipotle’s main standpoint for all of their years of production and shows that they believe in higher quality ingredients and a higher standard of cooking skills. This is one of the main reasons to why Chipotle has grown to over 1,500 restaurants all over the world and compete in fastest growing portions of the restaurant and food industry (Chipotle Investor Relations, 2015). The founder, Steve Ells, was actually using Chipotle as a means to fund his fine-dining restaurant, but the idea was so good that Chipotle actually exploded and finally got to how big it is today. Steve launched his first concept in 1993 after taking a loan from his father. After the first month, his restaurant was selling over 1,000 burritos a day. Within 2 years, he opened his second store, then a year after that, a third store, this helps to raise an additional 1.8 million dollars. In 1998, McDonald’s took notice of this and invest $360 million into his idea allowing