"Advertising isn’t believable. We want to prove to people that we have
great quality food. We do this by having this transparent format, this
open kitchen where you actually see real food, rather than telling
customers our food is fresh… I would like to have advertisements telling people about food with
integrity on television, and plastered on billboards and in all the big
magazines and national newspapers. But I don’t think people want to
hear it that way. That might be too preachy."

Steve Ells, founder and chief executive of Chipotle Mexican Grill as quoted on BusinessWeek.com (February 16, 2007)

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