Chipotle Research Paper

Jake Green
As I walk in, I observe, a line of eleven people that are between the ages of 13 and 24. I smell the zesty guacamole and the cumin, garlic, and chipotle chile of the barbacoa. Behind the stainless steel counter, servers in black and tortilla colored aprons prep burritos, tacos and salads. I hear the cracking flow of drinks coming down from a fountain and the crackling of tortilla chips. Yes, I thought to myself, I have arrived at Chipotle.
In 1993, Steve Ells, a former sous chef at Stars in San Francisco, opened the first Chipotle at the University of Denver in Colorado. Chipotle’s mission was to give a customer fast food that was good, quick, and contained no chemicals or pesticides. The “fast food restaurant” took off and within 2 years, another Chipotle had been constructed. Then in 1998, McDonalds invested $360 million into Chipotle, allowing it to expand rapidly. The Chipotle Mexican Grill experience is an introduction to fast food 2.0, a new version of chain eateries that focus on quick, fresh, and hip food for us young people. Focusing on fresh ingredients, Chipotle’s ingredients are organic and their meat is not contaminated with chemicals, unlike most other fast food chains. When I step up to the counter, I notice a refrigerator filled with drinks. With a full liquor license, Chipotle also

I cut into it with a plastic knife. Cheese oozed from the quesadilla part of it, while rice and beans fell out of the center of it. I had to cut it up so much that it looked more like a maki roll than a burrito. I gingerly bit in to one of these pieces and instantly, my view of Mexican food changed. The first thing that hit me was the cheese. It was hot and cold at the same time because the cheese hit my tongue hot, but I swallowed it cold. Just like rings in a tree, I could see the rings of meat, rice and beans. It left me wanting more, even though I was