Chipotle, focus and happier pigs
Saturday, 24 January, 2009 — misc business
Chipotle was one of my favorite lunch stops in Sacramento. It was a decent walk from my old office at 21st and Q Streets as part of the sacbee staff. When I moved to North Carolina in 2002, I missed seeing them. Other fast food burrito chains aren’t nearly as good.
I saw Rafe tweet this morning about not knowing that McDonald’s no longer owned Chipotle. I sent on a link I found through the Chipotle Wikipedia entry that talked about the company’s founding, McDonald’s investment then divesture from Chipotle.
It’s a neat story about doing the things you might not see in a business but things that have a big impact.
Did McDonald’s pressure [founder Steve] Ells to expand and cheapen the menu?
“They probably did give me grief,” Ells said. When McDonald’s suggested adding coffee or cookies, Ells said: “We wouldn’t do it better than anyone else. And I don’t want anything to be part of Chipotle that wouldn’t be the very best.”
And this tidbit that I particularly love and support:
“Until you see factory farming, it’s not part of your thinking,” he said. “As soon as I was exposed to that, I knew I didn’t want to be a part of that. And I certainly didn’t want my success to be part of that exploitation.
"And the pork tastes so much better.”
Ells moved to using naturally raised pork exclusively. Yes, the carnitas burrito now costs $1 more, but the company sells twice as many. And every Chipotle that opens now allows another farmer to join the Niman Ranch collective.
It’s amazing how doing good things in your business can help other people do good things. Chipotle’s been in Raleigh for a little while now, and while I’ve been a few times, I need to make a point of supporting them more with my dining dollar.