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Chipotle to expand to London late this year

Chain aiming to create 'very special' brand in Europe

Published January 6, 2009 at 12:05 a.m.

Chipotle Mexican Grill announced plans Monday to enter the European market when the fast-casual chain opens its first London outpost late this year.

Chipotle said it will use the U.K. restaurant as a springboard for further European expansion, although the company expects to continue to focus most of its growth in the U.S.

Chipotle opened its first restaurant near the University of Denver 15 years ago and today operates more than 800 outlets almost entirely in the U.S. The company opened its first and so far only non-U.S. location last year in Toronto.

"We plan to open one restaurant in London before the end of 2009, find a group of farmers and ranchers who can supply us with the highest quality food and begin to find a group of top-performing managers who can help us establish a very special Chipotle brand in Europe," said Steve Ells, Chipotle founder and CEO, in a statement.

Separately, Chipotle announced the promotion of President and Chief Operating Officer Monty Moran to co-CEO, sharing the title with Ells. Moran, who previously served as the company's general counsel before joining Chipotle in 2005, in recent years has focused on strengthening the company's individual restaurant management.

Chipotle also named Mark Crumpacker, co-founder of San Francisco brand consulting firm Sequence who has worked with Chipotle since its inception, as the company's first chief marketing officer.

Bill Niman, a pioneer in the sustainable food movement since founding Niman Ranch in the 1970s, was named a consultant on Chipotle's food supply chain. Chipotle already uses natural pork, chicken and beef at most of its restaurants and is attempting to use natural or organic sources for almost all of its ingredients. Niman Ranch has provided naturally raised pork to Chipotle since 2001.

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