The Burrito Inspiration: Founding Chipotle

This chapter recounts the journey of creating Chipotle, beginning with influential burrito experiences in San Francisco's Mission District. It highlights the entrepreneurial insights gained from taquerias, the initial challenges faced during the restaurant's establishment, and the unique design and operational philosophy that set Chipotle apart. The narrative reflects on the hands-on approach to renovation, the significance of menu simplicity, and the early days of navigating customer perceptions and demand.