My first experience with Chipotle, the restaurant, was watching the guy who started it on one of those contest shows where the winner got backed to open their own fast food style restaurant.
He was one of the biggest Richards around. He would go on and on about how he borrowed 80k from his dad and turned it into such a big success. 80 grand is a lot of money. At least to most people. His father was either really rich or really stupid. Why you ask?
If you have 80k and you are not rich and you give it to your kid, odds are really good you will never see it again. Only in hindsight was that ever a good idea. Most parents who give their kids anything rarely see it again.
But I digress. He is a very savvy marketer. The place is hip and uses only the freshest local ingredients. They are even from well treated animals if we are to believe the hype.
But the kicker. The guacamole is $2 extra. Yep. It's like charging extra for bags at airlines.
Many a time I have made fun of the question that you always get asked when you want Guac on your burrito, "That is $2 extra"? DO you still want it?
Of course my answer and that of most people is, yes. Then you think to yourself, do I look like I can't afford it? Is there something about the way I'm dressed or what.
But then I thought about it. I should be asking why. Why is it an extra $2. I don't really want that big spoon of Guac, I just want enough to get some of the flavor. No more than the cheese or pico or any of the other ingredients.
I bet you that extra 2 bucks is what makes the place so profitable.
Next time they ask you if $2 is OK ask them why it's extra? Start giving Chipotle the inferiority complex.
Tell them no. For two bucks their Guac can rot and turn green for all you care. 2 bucks is too much.
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