Bring Breakfast Burritos to Chipotle Now

Joe at Chipotle writes:

Thanks for writing us back. That’s a nice blog! That’s fun! But alas, although we have indeed considered breakfast in the past already and will again undoubtedly in the future, we’re still doing our best to figure out and continue lunch and dinner right now. The objective with our mission isn’t to complicate things further just yet but to actually make them more simple, as much as we possibly can. Breakfast would unfortunately be a complication right now. That doesn’t mean we won’t ever do it in the future, or that we won’t stay open all night at some locations either, or add new menu items, etc., etc. But right now, we want to keep focusing on improving the current ingredients we have and making them better and better and better.

“Food With Integrity,” as we call our mission to keep improving our current foods, has us looking at every ingredient we use and how we can get foods from more sustainable sources that raise animals and grow produce in ways that respect the environment, the animals, and the people who raise and grow the food. It’s really a new perspective on eating. Already, we serve more naturally raised meat (meat coming from animals that are raised in a humane way, never given antibiotics or added hormones, and fed a pure vegetarian diet) than any other restaurant in the world. All of our cheese and sour cream is made with milk from cows that are not treated with the synthetic hormone rBGH (used to stimulate milk production in dairy cattle). And an increasing percentage of the beans we use are organically grown (increasing as additional supply becomes available). And we keep pushing ourselves to learn more about all of the ingredients we use and how we can improve them.

It’s one of the ways we’re helping to change the way the world thinks about and eats fast food. That is our primary focus right now, and I hope that makes sense.

-Joe  [Stupp from Chipotle HQ]

This entry was posted on Saturday, October 25th, 2008 at 9:19 am and is filed under Breakfast Burritos. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.