7. Partner with craft breweries from coast to coast
Many locations pour margaritas and sell bottles of booze, but it seems strange that Chipotle and craft beer aren't synonymous. After all, the company's first restaurant opened in Denver, one of the country's best beer cities, and cold beer and Mexican food are a winning combination. What's stopping Chipotle from teaming up with a brewery and releasing a beer that pairs well with Mexican food that you can only get in Chipotle? Buy a kegerator for select stores, release limited quantities, make the beer with a brewery people already love, and it's a guaranteed hit.
Its relationship to the craft beer world is already in place: Chipotle's hugely popular (and free) Cultivate Festival, a food/drink/music pop-up that hits different American cities each year, pours local craft beer to the masses.
8. Add drive-thrus
Americans love anything that's convenient (see also: texting instead of a phone call, Pop-Tarts instead of a piece of fruit covered in frosting), and ordering a burrito without ever having to leave your car falls into that category.
9. Have late-night locations
McDonald's, Burger King, Taco Bell, and Wendy's have all figured out that people like to eat way past dinnertime, with plenty of their locations offering 24-hour drive-thrus. While that might not be operationally possible for Chipotle, staying open until midnight on Friday and Saturday night would win it a lot of new fans. Fans who just got out of the bar and are hungry for Mexican food.
10. Make guac free
A fella can dream.
Lee Breslouer is a senior writer for Thrillist and can't believe he didn't eat a burrito while he was writing this. Follow him to dreams of complimentary guac at: @LeeBreslouer.