Chipotle isn't Apple until my burrito is a widescreen iPod with touchscreen controls, a revolutionary mobile phone, and a breakthrough Internet communications device.
Yeah, when did Matt Yglesias decide he wanted David Brooks' job, anyway?
Chipotle gets plenty of business respect, at least how it matters. With a 55P/E ratio to Apple's 14, I'd argue it gets more respect.
So Chipolte has a recipe they contract out to actual restaurants and put their own name on to make the consumer think it's "theirs"?
What's so frustrating is that in almost the whole US you can get really good fast American/Mexican taqueria fast food. You may have to go to the wrong side of the tracks, you may have to smile a bit stupidly if you don't fully understand the menu, but anywhere in the US where people work with their hands for a living there are Mexican and Central American immigrants. And some of them are making delicious food. Tacos, burritos, pupusas. With spice, and lard, and flavor.
But if you're in Manhattan and dying for a San Francisco burrito you can do a lot worse than Dos Toros.
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