In a recent interview with Chipotle CEO Steve Ells discussing the proven business tactics of the thriving casual food chain, Ells didn’t hold back when asked about Chipotle’s competition. As you may be aware, over the past year — in an attempt to cash in on the success of Chipotle — Taco Bell’s parent company Yum! Brands have been targeting “edgy foodies” (their words, not mine) with an upscale taco shop, in addition to testing a new Bahn Mi chain.
So do Steve Ells and Chipotle feel threatened by rival fast food chains? In a word: NOPE.
I ask about his competition. If traditional fast-food chains change their practices in reaction to Chipotle’s success, would he see that as a good thing overall, because it broadens the food-with-integrity culture? Or would he view it as a threat? “It’s a joke,” he replies. “You know those guys, right? They can’t change. The culture is just too ingrained. Which bodes very well for Chipotle.”
He makes a point. Yum! Brands can open all of the fancy taco shops they want, but when it comes down to it, the mad scientists at Taco Bell aren’t going to stop doing sh*t like putting Fritos in burritos and and ruining sriracha for everyone. And that’s not even getting to Yum! Brands other clumsy child that once thought it was a good idea to make a sandwich out of two pieces of fried chicken. And then actually did it again!
So I think there’s still certainly enough room for everyone on the playing field here.
(Fast Company via Huffington Post)