Just when I thought there wasn't enough room for yet another Mexican fast food place, Chipotle opened up in my neighborhood right alongside Taco Bell (which is nasty, but the original), Del Taco, El Pollo Loco, Baja Fresh, La Salsa, Rubio's, and Wahoo's.
But Chipotle didn't just blend in with the lot of them. They had a twist. Chipotle went beyond Baja Fresh's menu of no microwave ovens nor can openers, and served a very simple menu, with ingredients in front of you, sort of like a hybrid of In n Out's minimalistic menu and Subway sandwich artistry before your eyes. I went a Chipotle kick for about six months, but got bored a little with a rather narrow menu.
Now, the business, which launched in 1993, has just gone public, and the founder, Steve Ells, has found himself worth $44 million (share prices doubled on IPO day). Ells originally thought the fast-food burrito place would be the "cash cow" to fund his dream of opening a high-end restaurant after studying at the CIA and cooking at Stars in San Francisco. Ha. He could probably buy a restaurant or a half-dozen now.
Who knew a little dried pepper could be worth $44 million?
What Can I Get You Folks? - Eating Out for Thanksgiving
In Defense of Guy Fieri
'Top Chef Vegas' - And Then There Were Five
