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" I thought we were going to get customers excited by telling them there were no antibiotics in our meat or no growth hormones used to raise the animals or no RBGH in our cheese or sour cream. Well, that's not a very appetizing message. "

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" I remember feeling a little guilty every time I opened a Chipotle. I felt guilty because I wasn't following my true passion. But that eventually went away. And I realized that this is my calling. "

Steve Ells

Feeling

Passion

Time

" Chipotle was wildly successful, and I thought, 'Well, let me open one more.' "

Steve Ells

Successful

Thought

" Having never taken a business class, the economics of restaurants scared me. I opened Chipotle with the idea that I could step away from it and use it to support my full-scale restaurant. "

" One of the pivotal moments for me was realizing that our 'food with integrity' approach at Chipotle was satisfying my passion. That's about bringing the best quality, sustainably-raised ingredients to everyone: chicken without antibiotics; beef without hormones. These ingredients were only available in high-end restaurants, not mainstream places. "

" The first Chipotle was intended to be my source of funding for a full-scale restaurant, a means to an end. But it turned out to be more successful than I ever imagined. "

Steve Ells

Successful

Restaurant

" So much of today's food is based on the exploitation of animals and the environment. Yes, it's cheap, but at what cost? "

" Looking inward and understanding where you made mistakes in the past helps you set up for change. "

" Being in compliance with industry standards is less than 5 percent of what companies need to do to make food safe. Company after company finds that out after they have events. "

" My undergraduate degree was in art history! Raising money for Chipotle was really my MBA. The money for my first restaurant came from my dad, the second from mostly cash flow. The third was an SBA loan. After my dad invested $1.5 million to open a few more, he suggested I raise the money myself for the experience. "

" Chipotle was going to incorporate all the things I had learned at the Culinary Institute and Stars and really elevate typical fast food. "

" Our economic model allows us to invest a disproportionate amount in our food costs. We have a very efficient system: customers go through a single line, the people who serve you are the ones who make the food, and our menu board is not cluttered. "

Steve Ells

You

Single

" We're not best in the world at burritos and tacos. What we're best in the world at is building a people culture, sourcing really great ingredients, cooking according to classic cooking techniques, understanding the corresponding economic model and how to tweak that and drive that and provide this really great, new fast food experience. "

" If we really want to change the way Americans eat, we need to make delicious, sustainably-raised food accessible to everyone. Most people are not willing to sacrifice taste or pay a lot more when it comes to eating better. That's why the Chipotle model is so important. "

" Think about the systems at McDonald's. It's a very mechanized world, where you take out a highly processed patty. "

" When I graduated from cooking school, I went to work at Stars, which was one of my favorite restaurants in the country at the time, and that's where I really learned to cook and to taste food in a discerning way. "

" When I told my friends and family that I was leaving Stars to open a burrito shop in Denver, they thought I was crazy, but not long after the success of the first Chipotle, I knew I had to open just one more, so I opened a second one on Colorado Boulevard, which turned out to be even busier than the first. "

" We can teach people how to run a Chipotle. "

" 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. "

" When I started Chipotle, I didn't know the fast-food rules. People told us the food was too expensive and the menu was too limited. Neither turned out to be true. "

" The best Chipotle restaurant managers get the title 'restaurateur' and a $10,000 bonus for each person they hire who starts as crew and goes on to become a manager. "

" If food is processed - like canned or frozen - you can reduce the risks of pathogens. "

" The traditional fast food model is built on buying the cheapest ingredients - and that usually means poor-quality, heavily processed foods. But you can use quality ingredients, cook food using classic cooking techniques, and still serve something that's fast and inexpensive. "

" People were asking me all kinds of questions about the business, and I was initially put off. I was like, 'Just invest if you want to invest. Don't bother me.' "

" Chipotle is really showing that there's a better way to do fast food. "