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By now, you've probably heard the back story behind Steve Ells' vision to shake up the traditional quick-service restaurant industry with fresh food inspired by gourmet dishes when he opened the first Chipotle location in 1993. The concept has spawned countless business models for other small restaurants but is now moving into retail strategies from quick-serve restaurants (QSRs) like Taco Bell and Wendy’s.
Chipotle spokesman Chris Arnold suggested that little of the company’s success can be credited to marketing.