believe that our focus on "food with integrity" will resonate with customers as the public becomes increasingly aware of, and concerned about, what they eat.
We believe that our front-line crew differentiates the Chipotle experience. We place a premium on finding employees who will thrive in an environment
where they're expected to do more than follow a detailed manual and who embrace our vision of good food, served quickly. This is important because our food ordering process lets our customers select
exactly what they want and how they want it by speaking directly to the employees preparing the food. Virtually all of what our crew does is in view of customers, giving them a chance to display their
culinary skills as well as their individuality. These and other aspects of our culture set us apart from many of our competitors, as described below under "Making and Selling "One Burrito
At A Time": Store
Management and Operations." Because the person who prepares the foodgrilling chicken and steak, chopping fresh vegetables, tossing freshly steamed rice with cilantro and citrus
juiceis often the same person who serves it, our employees have a strong sense of pride in their work. We think this and our crew's commitment to our vision contribute to better execution
and service and are reflected in our crew turnover rate, which we believe is lower than the average in our industry.
The design of each Chipotle store reflects the same idea as our food: a limited number of basic materialsconcrete, corrugated barn metal, plywood,
steel and utilitarian light fixturesused in creative ways. We design each store individually to suit the space. Our stores rely on a natural flow to make the food ordering process
intuitive. Our approach allows us to build stores that are unmistakably Chipotle, while respecting the character of the neighborhoods where we operate, as described below under "Looking
for New Opportunities: Site Development and Expansion." The design of our serving line and our open kitchens also exemplify our vision, demonstrating our commitment to cooking higher-quality food.
Through this approach, we think we've made interesting and intelligent design available to the general public.
We believe the best and most recognizable brands aren't built through advertising or promotional campaigns alone, but rather through deeply held beliefs evident
in how a company runs its business. All of the ways that we project ourselvesbeginning with each customer's experience in our stores, the look and feel of our stores, our advertising and
promotional programs, and the design items that carry our name or logoinfluence how people think about us. By adhering to this principle, we believe that Chipotle is becoming a highly
recognized brand. Although our marketing program has many components, we believe the single greatest contributor to our success has been word-of-mouth, with our customers