Chipotle’s Real Disruption Behind It’s Slogan: Mean, Green and No Machines 
Mean, green and no machines? From a burrito company? Chipotle’s tag line seems audacious by almost any standard, but even more so by a fast-food chain. However, anyone spending more than a few minutes with Monty Moran, co-CEO of Chipotle, learns very quickly that audacious can be the norm when backed by the type of leadership we all know matters but so few leaders have the guts to practice.
Chipotle’s mean and green and use of no machines disruption in a highly competitive industry with low profit margins is a direct result of Monty’s unique, though common-sense, leadership philosophy. Monty knows leadership is a one-way street: leaders have a one-way responsibility to bring out the best in its people. Chipotle’s real strength does not lie in its bold taglines: Chipotle’s strength lies in its people and this is a reality that Monty takes seriously.
Monty understands leading from the front is not intended to be reciprocal: When you set yourself apart as a leader, you give much and give up much.
His towering 6’4” stature almost seems too small to capture his welcoming charisma and endless conviction to give to others, clearly “quit” is not in his subconscious. A revolutionary pioneer in the fast casual restaurant space, Chipotle’s impressive bottom line shows a clear correlation to his philosophy. His not-rocket-science kind of employee engagement launched Chipotle’s stock prices into the stratosphere while adding 75,000 new employees last year.
With an interpersonal intensity hard to miss, and only a few role models beyond his mother, Monty creates a culture of employee empowerment and inclusion. “Take care of your people, make them feel wanted, create belonging. That’s how to define culture. You do that by creating an environment that appeals only to top performers, who in turn develop high standards and a desire to make others on their team successful as well.”
For example, Chipotle had no employee path for career ascension when Monty arrived in 2006, so he created a simple, clear and easy to achieve step-by-step career advancement model. Upward mobility and the opportunity to be an integral part of a wining team motivates employees to impressive levels: getting promoted to highly regarded Restaurateur has become one of the greatest day of people’s lives at Chipotle.
Employees flock to this powerful environment, proclaiming their lifelong commitment to their jobs, their teams and the Chipotle way of life, bringing empowerment back to their families and communities. In other words, the vision for each employee, according to Monty is: “To be confident in your abilities, encouraged by your circumstances, such that you feel motivated and at liberty to devote to your purpose.”
Comparing the financial performance of companies with satisfied—and less satisfied—employees confirms he is on the right track: over the last three years, Chipotle realized 20.5% annual sales growth and 99% stock growth.
We’ve all heard to start developing your leaders as early as possible, but Chipotle goes several steps further. Hiring begins with an assessment of 13 characteristics – a bunch of immutable characteristics, like politeness and trustworthiness, you can’t train but are immediately identifiable. However, of Chipotle’s entire approach to labor — including hiring, training, promotion and pay – the real gold of the company lies in the 1:1 career development conversations taking place with employees at Chipotle’s iconic aluminum wood tables across the nation.
“End of day, each of us will be rewarded based on our effectiveness to make the people around us better. Creating a culture that appeals only to top performers and repels low performers is the way.” Within this climate, Chipotle can continue to focus on its current big disruption: being the first fast casual restaurant that is indeed lean, mean and uses no machines.
Kendall E. Colman
Founder & CEO
The Corporate Coaching Company
