Chiotle Business Model is Simple; Make better food,; people come in; we take care of the people; the people come back; sales increase. Our goal has been, and will remain, to serve gourmet food at reasonable prices in a cool atmosphere. The best "local institution" restaurants in every town follow that same approach and have stayed strong for decades. They do not need to advertise. Customers advertise for them. If we do our job well in the restaurants, people will come back again and again to Chipotle. We don't really compete with fast food; we are an alternative.