Chipotle Mexican Grill outlets serve burritos made from fresh, organic ingredients that owner Steve Ells says simply taste better. The result: Chipotle outlets have tripled from 164 to 530 in the past four years—and its revenue has tripled as well.
    
Ells started the chain just to make enough money to open “a real restaurant.” But when his pork carnitas weren’t selling, he found that they were made from “factory pork,” raised under appalling conditions. So he changed to naturally-raised, hormone-free pork and says he and his customers can taste the difference.
    
He says he doesn’t want his success to be based on exploitation of either animals or the soil, so he supports the organic ethic all the way down his supply chain.

Real the full story at:
http://money.cnn.com/2006/09/12/news/companies/pluggedin

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