Chapter 1
The Denver origin and the assembly line
Chapter 2
Sourcing with integrity and the minimalist vibe
Chapter 3
The E. coli crisis and the massive food safety overhaul
Chapter 4
Redefining Mexican food and the fast-casual legacy
YOUR GOAL
Master of How a tiny Denver burrito shop changed fast food
Ch 1 · The Denver origin and the assembly line
renato Chipotle Denver Assembly Line
Down the line, down the line / We build the burrito right down the line
renato Within its first month, the tiny 850-square-foot Denver shop rolled over 1,000 burritos daily to generate unexpected cash.
renato Vibrant storefronts and busy streets in the historic San Francisco Mission district.
Fun Fact
Burrito math: To break even, the first Chipotle only needed to sell 107 burritos a day, but within a month it sold over 1,000 daily.
Glossary
assembly line (noun)
A manufacturing process in which a product is assembled sequentially by workers or machines. Steve Ells adapted this method in 1993 to construct customized burritos quickly at his first Denver restaurant.
A manufacturing process in which a product is assembled sequentially by workers or machines. Steve Ells adapted this method in 1993 to construct customized burritos quickly at his first Denver restaurant.
Quiz
How many burritos did the first Chipotle sell daily within its very first month of business?
Quiz
What was Steve Ells's original career goal before Chipotle became a massive success?
Quiz
Which city's neighborhood inspired the style of Chipotle's giant, foil-wrapped burritos?
Quiz
What unique layout feature did Chipotle popularize that lets customers customize meals visually?