1. It’s named by inspiration from Mexican Cuisine
The name "Chipotle" comes from the Nahuatl language used by the Aztecs, specifically the word "chilpoctli," which means "smoked chili". The name is a reference to the traditional Mexican method of smoke-drying jalapenos.
2. It was initially a burrito shop
Steve Ells, founder of Chipotle, opened the first restaurant in 1993 near the University of Denver. Initially, it was just a burrito shop intended to fund Ells' dream of opening a fine-dining establishment, but its popularity led to the birth of one of the most popular fast-food chains.
3. Chipotle was once owned by McDonald's
McDonald's became a major investor in Chipotle in 1998, helping to expand from 16 restaurants to over 500. But by 2006, McDonald's divested its shares, reportedly to focus on its core business.
4. Chipotle takes 'fresh ingredients' very seriously
Chipotle is known for its commitment to high-quality, fresh ingredients. It was one of the first chains to shift towards organic, locally sourced produce and responsibly-raised meats. Approximately 51% of their beans are organically grown.
5. Not just Mexican food, Chipotle ventured into Asian cuisine
In 2011, Chipotle launched an Asian fast-food concept called ShopHouse Southeast Asian Kitchen, inspired by the flavors of Thailand, Vietnam, and Malaysia. The venture, however, did not succeed, and by 2018 all the ShopHouse locations were closed.
6. Chipotle has a hidden menu
Chipotle has a secret menu, which includes items like Quesarito (a burrito wrapped in a cheese quesadilla instead of a plain tortilla) and Burritodilla (a half-quesadilla with the fillings of a burrito).
7. A Certified Vegetarian and Vegan Friendly Restaurant
Chipotle is not only about non-vegetarian options. All of their menu items, except for meats, are vegetarian and vegan-friendly. They even have a specific vegan protein source, Sofritas, comprising shredded organic tofu marinated with chipotle chilis, roasted poblanos, and a blend of aromatic spices.
8. Chipotle once had a TV Show
Chipotle ventured into the entertainment industry in 2014 and produced a satirical TV show, "Farmed and Dangerous", highlighting the evils of industrial agriculture—a value close to the Chipotle brand.
9. 'Food With Integrity' is their core mission
Since its founding, Chipotle has aimed to serve 'Food With Integrity', which means using organic produce, hormone-free dairy, and naturally-raised meats. The company continually seeks ways to source better, higher quality ingredients.
10. Chipotle’s Commitment to Education
Chipotle also supports education. In 2016, they announced a program to provide tuition-free college degrees in business and technology to eligible employees.
11. Initial Speedy Service was a Coincidence
The assembly-line style of service, now a staple in fast-casual eateries worldwide, was not part of the original plan but happened by chance due to the small size of the first Chipotle outlet. It turned out to be a huge success!
12. First Restaurant to Go GMO-free
In 2015, Chipotle became the first national restaurant chain to remove genetically modified organisms (GMO) from its ingredients, sticking steadfastly to its 'Food with Integrity' pledge.
13. Expanding horizons with 'Chipotlane'
In 2019, Chipotle started testing the 'Chipotlane', a drive-thru designed for picking up digital orders. It enabled customers to buy their meals without leaving their cars, proving immensely handy, especially during the Covid-19 pandemic.
14. A Huge Guacamole Lover
Chipotle uses an astounding amount of avocados, making an average of 247,416 pounds of guacamole every day. That’s a lot of love for guac!
15. Their Music Playlist is Curated by a Specialist
The music in Chipotle restaurants isn't randomly chosen. All the songs are curated by a specialist to create a unique yet casual dining atmosphere. Every track played is handpicked and should be an original—no cover songs allowed.
16. Chipotle’s Restaurant Design Holds Special Importance
Whilst many fast-food chains opt for colourful, noisy designs, Chipotle intentionally goes for a more industrial, minimalist aesthetic. It contributes to a particular ambience and avoids the pitfalls of seeming inauthentic.
17. They Prioritize Recyclability
Chipotle is committed to sustainability, shown by its efforts to use 100% recyclable cups and bowls. They’ve also been testing compostable burrito bowls.
18. They Were Sued for a Chorizo Calorie Count
In 2016, three customers filed a case against Chipotle over the chorizo burrito's advertised calorie count—300 calories. It turned out that was just the calorie count for the chorizo alone, not the entire burrito.
19. They Released an Educational Game
In 2013, Chipotle launched an educational game called "The Scarecrow", teaching players about the perils of factory farming. The game, accompanied by a short film, won multiple awards.
20. Launch of a Clothing Line
Chipotle even launched a clothing line! Introduced in 2020, it included items dyed with upcycled avocado pits from their restaurants, once again underlining the brand's commitment to sustainability. The profits were used to support companies making apparel and gear in an Earth-friendly manner.