We decided long ago that we didn't want Chipotle's success to be tied to the exploitation of animals, farmers, or the environment, but the engagement of our customers.
You know, I hate to borrow Apple's tag, but think different. Really. From the very beginning. I didn't know what the fast-food rules were. I got my training at the Culinary Institute Of America, and then I opened up a fast food place according to fine dining rules.
When I created Chipotle in 1993, I had a very simple idea: Offer a simple menu of great food prepared fresh each day, using many of the same cooking techniques as gourmet restaurants. Then serve the food quickly, in a cool atmosphere. It was food that I wanted, and thought others would like too. We've never strayed from that original idea. The critics raved and customers began lining up at my tiny burrito joint. Since then, we've opened a few more.
In me was shaping a yearning for a kind of consciousness, a mode of being that the way of life about me had said could not be, must not be, and upon which the penalty of death had been placed. Somewhere in the dead of the southern night my life had switched onto the wrong track and without my knowing it, the locomotive of my heart was rushing down a dangerously steep slope, heading for a collision, heedless of the warning red lights that blinked all about me, the sirens and the ells and the screams that filled the air.
Puddleglum,' they've said, 'You're altogether too full of bobance and bounce and high spirits. You've got to learn that life isn't all fricasseed frogs and ell pie. You want something to sober you down a bit. We're only saying it for your own good, Puddleglum.' That's what they say. Now a job like this --a journey up north just as winter's beginning looking for a prince that probably isn't there, by way of ruined city nobody's ever seen-- will be just the thing. If that doesn't steady a chap, I don't know what will.
If you like poetry let it be first rate, Milton, Shakespeare, Thomson, Goldsmith Pope (if you will though I don't admire him), Scott, Byron, Campbell, Wordsworth and Southey. Now Ellen don't be startled at the names of Shakespeare, and Byron. Both these were great Men and their works are like themselves, You will know how to chuse the good and avoid the evil, the finestpassages are always the purest, the bad are invariably revolting you will never wish to read them over twice.
Ill comes in by ells, and goes out by inches.
Thou art in the end what thou art. Put on wigs with millions of curls, set thy foot upon ell-high rocks. Thou abidest ever--what thou art.
In the deepest pits of 'Ell, Where the worst defaulters dwell (Charcoal devils used as fuel as you require 'em), There's some lovely coloured rays, Pyrotechnical displays, But you can't expect the burning to admire 'em!
Yet, sluggard, wake, and gull thy soul no more With earth's false pleasures, and the world's delight, Whose fruit is fair and pleasing to the sight, But sour in taste, false as the putrid core: Thy flaring glass is gems at her half light; She makes thee seeming rich, but truly poor: She boasts a kernel, and bestows a shell; Performs an inch of her fair-promis'd ell: Her words protest a heav'n; her works produce a hell.
An inch in a miss is as good as an ell.
I love you. Okay? Want it louder? I LOVE YOU. Spell it out, should I? I ell-oh-vee-ee why-oh-you. Want it backward? You love I.
And there she was, alone and walking out in the cornfield while everyone else I cared for sat together in one room. She would always feel me and think of me. I could see that, but there was no longer anything I could do. Ruth had been a girl haunted and now she would be a woman haunted. First by accident and now by choice. All of it, the story of my life and death, was hers if she chose tot ell it, even to one person at a time.
For when I gave you an inch, you took an ell.
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