Chipotle, (chi-POAT-lay), the restaurant chain where, according to the Washington Post, “has long been a pioneer in bringing sustainable and organic food to the masses” will start dishing up its award-winning gourmet burritos, bowls, tacos and salads to the public on Friday, January 22, 2010, 387 George Street, near Church Street. Distinguished by fresh, high-quality food, cool decor and speedy service, Chipotle Mexican Grill plays a leading role in the quick-gourmet restaurant industry with its vision of Food with Integrity (FWI). Chipotle’s FWI philosophy stems from Founder, Chairman and CEO Steve Ells’ commitment to move the restaurant chain toward using all responsibly and sustainably farmed ingredients. These actions are informed by Chipotle’s mission to change the way people think about and eat fast food. Aiming to show that food that is served fast doesn't have to be a typical fast-food experience, Chipotle Mexican Grill pioneered offering gourmet-level ingredients to make food in a quick-service environment.  Yet Chipotle recognizes that fresh isn't enough. It's only a starting point. To serve the best tasting food, it is important to understand how animals are raised and vegetables are grown. This thinking is at the heart of Food with Integrity. Ells came to the decision to use premium ingredients quite honestly. By the time opened his first Chipotle in Denver in 1993, he had graduated from the CIA and worked at San Francisco’s Stars restaurant at the elbow of renowned Chef Jeremiah Tower for three years. While living in the Bay area, he loved to eat at the local tacquerias; yet, he thought he could make that style of food better and came upon the idea of using the same kind of ingredients he used at Stars to fill burritos and tacos. Thus was born Chipotle. True to his training, Ells treated each ingredient with care. He used market-fresh herbs for every dish. He hand chopped fresh ingredients and grilled fresh batches of marinated meats throughout the day, and even made his own tortilla chips seasoned with freshly squeezed lime juice and tossed with kosher salt. Nearly seventeen years later, visitors to any one of Chipotle's over 900 locations will find the same methods, the same menu, and the same emphasis on quality as at Ells' original Chipotle. 

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