I certainly could've made a lot more money buying cheap ingredients, and people might not have been able to tell the difference. That was never a part of the calculus. It was not part of my DNA.
After a two-year stint at Stars, I wanted to start my own full-service restaurant, but I didn't have the funds to do so, so I got a modest loan from my parents and opened Chipotle with the goal of having it fund that restaurant.
Chipotle is based on a very simple idea: We start with great ingredients, prepare them using classic cooking techniques, and serve them in a way that allows people to get exactly what they want.
Think about the systems at McDonald's. It's a very mechanized world, where you take out a highly processed patty.
To eat chicken that was raised with antibiotics is safe, right? But long-term, relying on antibiotics as part of our livestock production is probably not the right thing to do. To not serve chicken means that there's not an economic engine that's making it possible to build up a supply of antibiotic-free meat.
The gimmicks that have driven the fast food sector for years - dollar menus, limited time offers, and merchandising partnerships - are not producing results like they used to, as consumers simply want better tasting, nutritious food and a more compelling experience, not gimmicks.
