A deliciously simple mathematical formula has transformed Chipotle from a single Mexican restaurant into a nationwide fast food chain with a cult-like following.
The menu posted in each of its 1,000 fast-food restaurants is limited to just four main items – burritos, tacos, burrito bowls and salad bowls. Yet, by inviting patrons to customize their orders, each of those staples can be served in up to 65,000 variations, said founder and CEO Steve Ells.
"People have been asking me for years now why don't I expand the menu," Ells said. "I think it's simple. If you can focus on just a few things and do them better than anyone else, people are going to recognize that quality and they are going to come back again and again."
And they do. Each day, 750,000 customers eat at Chipotle, named after a dried or smoked Jalapeno pepper. Many are drawn by the high quality of its produce and meats, mostly organically grown or raised naturally and often sourced from local farms.
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