Chipotle wasn't the first Fresh Mex concept, but the burrito chain that started with one store near the University of Denver in 1993 was in the "right place at the right time with the right product," and quickly figured out how to leverage those advantages, writes Paul Barron in this first chapter of "The Chipotle Effect."
What's behind Chipotle's stellar success?
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Navy Exchange Service Command (NEXCOM)
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