Entry Details

About the Entry

Category: 
All Content > News Analysis > Upper Midwest

Title of entry: 
Why Baja Fresh Never Became Chipotle

Issue or Publication date:
November 20, 2024

Publication name: 
Restaurant Business

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https://www.restaurantbusinessonline.com/

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Entry URL(s), if applicable:
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https://www.restaurantbusinessonline.com/financing/why-baja-fresh-never-became-chipotle

Entry Essay: 
We often wonder what restaurant chains will be the "next big thing." But it's often impossible to predict exactly what concept will succeed.

In 2002, you'd have guessed Baja Fresh would be the biggest fast-casual burrito chain, rather than Chipotle Mexican Grill, based on all the numbers. That, obviously, did not happen. Chipotle is one of the 10 largest restaurant chains in the U.S. and one of the hottest stocks on Wall Street. Baja Fresh is a struggling chain a tiny fraction of its size.

RB Editor-in-Chief Jonathan Maze looked at the numbers and spoke at length with former Baja Fresh CEO Greg Dollarhyde to see exactly why one chain ultimately thrived and the other did not. The result was key insight into why some restaurant chains thrive and others fail. Jonathan leaned on his 18-year career covering the restaurant industry to analyze one of the more fascinating eras in recent restaurant industry history.