Give Chipotle Same Respect as Apple
Matthew Yglesias: Steve Ells is to fast food what Steve Jobs was to tech
By Matt Cantor, Newser User
Posted Feb 9, 2012 4:34 PM CST
Updated Feb 12, 2012 8:18 AM CST
In this2006 file photo, Steve Ells, the founder and CEO of Chipotle Mexican Grill, poses for a photograph at the company's headquarters in Denver.   (AP Photo/Ed Andrieski, file)

(Newser) – Steve Jobs, meet Steve Ells. Both men founded companies that have revolutionized American culture: Chipotle is doing for fast food what Apple did for technology, writes Matthew Yglesias at Slate. First of all, "Chipotle’s growth since its 2006 IPO should be seen as a great American success story," especially in such a difficult economic climate. The firm added 67 new stores in the fourth quarter of last year alone, and its stock has soared 500% in five years.

Its success can be chalked up to Apple-like innovation—indeed, "the Chipotle burrito is very similar to the iPhone," Yglesias writes. Both products take what's good about their industries and improve upon it; for that, customers will shell out a little more. We tend to forget about food when we discuss American advances. "But premium fast food is a bona fide boom market despite an adverse macroeconomic climate," Yglesias writes. And given that we'll always need to eat, "faster and better food is a great strategy for winning the future." Click for the full column.

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Showing 3 of 37 comments
Superabound
Feb 21, 2012 6:09 AM CST
With there being about 5000 legitimate Mexican restaurants per square mile in just about every city in America, what kind of embarrassing chump do you have to be to eat at Chipotle? That would be like living in Hong Kong and eating PF Changs.
Superabound
Feb 21, 2012 6:05 AM CST
"Chipotle is doing for fast food what Apple did for technology" Yeah: make it hipster-trendy, needlessly expensive, aaaand.....nothing else
Ultraworld
Feb 15, 2012 8:41 PM CST
Everyone is wetting themselves over a Burrito. A Burrito that's far from a low calorie, low fat meal. But it's made with happy pigs, until the pigs figure out their throats are going to be slit.