Everytime I have my lunch at Chipotle I always wonder, “How come a simple concept became a $45 billion company.”

Chipotle sells only two things: burritos and tacos. (salad,kids menu, chips are just there as addons). Both Burritos and Taos have exactly the same ingredients, except the size. I would guess around 10 ingredients make up a burrito or taco. That’s it!

They don’t have fine dining, no waiter to take orders. You stand in the line and tell them what you want in your burrito. No table cloth. No silverware. Just paper and plastic Utensils. And yet they are amazingly successful.

There is Indian restaurant just few meters away. They have 80 items in their menu. You need a magnifying glass to read the small font. When the restaurant opened, I told them why do you have so many items. Learn from Chipotle. Have 10 items and make them fresh and best tasting. That’s all.

They had their own ideas of doing everything and mediocrely instead of doing few things of high quality. The result is that they got sold in less than one year. No one cares about variety if there is no quality and it is not possible to have both quantity and quality.

The famous apple add emphasises the same thing. “For every YES, there are 1000 NOs”