Entrepreneur commends Chipotle's "simple brilliance"

Entrepreneur covers the "simple brilliance" of design by LoDo-based burrito kingpin, Chipotle.


Walk into any of the nearly 1,500 Chipotle Mexican Grill restaurants, and one thing immediately becomes clear: This doesn't look like all those other places.

That look is no accident. The distinctive Chipotle design -- a spare, industrial motif marked by concrete floors, exposed piping, natural colors and ample use of plywood and stainless steel -- reflects a company culture that champions the basics.

At Chipotle customers order from a pared-down menu of tacos and burritos, then watch the kitchen staff prepare their meal from fresh, sustainably raised ingredients. "We don't say on the menu board that we have fresh guacamole," says founder and co-CEO Steve Ells. "As a customer, you can see it being made right in front of you."

Read the rest here.

Read more articles by Eric Peterson.

Eric is a Denver-based tech writer and guidebook wiz. Contact him here.
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