Why o why is Chipotle so amazing? Well...It started like this . . . a classically trained chef decides to put his unique culinary take on burritos and tacos. He's focused. Obsessed with using only the finest, freshest ingredients. Runs the kitchen of his little burrito joint like that at the five-star restaurant where he honed his skills. Prepares everything fresh each day. Spends hours getting everything perfect, so your order is ready in seconds. After all, just because food is served quickly is no reason you can't have a great meal.

It's that kind of attention-to-detail that sets Chipotle apart. They only serve a few things, so they can concentrate on doing them very well. And they use only the best ingredients. But they're simple. And that idea, taking something simple and elevating it to something special is what Chipotle is all about. It's all summed up in thier name. A chipotle pepper is just a simple jalapeño pepper that's been smoked and dried elevating it from ordinary to something extraordinary. Tasting is believing.