Chipotle’s founder admires Apple and Jobs

Steve Ells, founder of the red-hot Mexican-food chain, Chipotle, spoke with BusinessWeek and one of his answers is another example of just how large Apple’s mind share has grown:

BW: What other companies do you admire?

Ellis: Apple. I’ve watched Steve Jobs’ introduction of the iPhone multiple times, and it’s an hour-and-a-half long. I admire his passion for not accepting mediocre stuff. People don’t ask for this stuff, but when they see it, they go, “Oh my God, it’s what I always wanted.”

Thinking about the Apple disciples—I’m not even going to call them customers—it’s as if they have ownership in the product, and they do the selling for the company. There’s also this sense that once people convert, they’re like, “I can’t believe what I have been putting up with all these years.” I hope there is going to be some tipping point when we all say, “My God, why are we putting up with this fast food?” Not that I want everybody to eat at Chipotle every day, but great food is something that everybody should have access to. And people should demand this from every place they eat.

Full article here.
If only we had a nickel for every email we’ve received form Windows to Mac switchers that said, “I can’t believe what I have been putting up with all these years.”


  1. So what do you think sucks about Chipotle? Do you not like the taste? Or is there something about the corporate side of Chipotle you don’t like? If you don’t like the flavor, don’t eat there. No need to call for a boycott.

    Chipotle was founded here in Denver by Steve Ells, a young guy that created his own standalone restaurant. He was “mom & pop”. It grew here in Denver very quickly and began getting franchised out. A few years ago, McDonalds invested in them. So, is that what you don’t like? If that’s the case, you need to put your money where your mouth is and also boycott any other chains, right? No shopping at Wal-Mart or Target, Costco or Sam’s Club. No chain restaurants. Don’t wear brand name clothes. Hell, don’t buy an Apple computer – instead, purchase a locally built PC.

  2. “Stay away from Chipotle. Eat at Mom ‘n’ Pop places instead!”

    They were a Mom and POP!, they were so good that an investor came along and helped them Franchise it.

    Whats wrong with that!!!!

    When someone has success we should be happy, If a mom and Pop is good, they are good, and will attract customers, period.

  3. Hey tjfoam – then you must love that Chipotle and Potbelly are right across the street from each other near Franklin/Madison in the Loop. I usually alternate each of them from one day to the next.

    And, on the odd chance you want to figure out how many calories/fat/etc. are in that tasty Chipotle burrito, check this site out:

    Not for the faint of heart, kids ” width=”19″ height=”19″ alt=”grin” style=”border:0;” />

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