How Chipotle Changed American Fast Food Forever

Chipotle set out to challenge fast food trends and be better than the competition--in the end, they launched a new industry. Here's how they rose to the top of the fast-food chain.

In 1991, Steve Ells couldn't afford to eat regularly at the legendary Stars restaurant where he was working as a $12-an-hour line cook. Instead, he was more frequently found gorging himself on giant burritos at a taquería in San Francisco's Mission District called Zona Rosa. It was there, over a carnitas burrito, that Ells had the insight that would change his life--and American fast food--forever.

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