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The Chipotle Effect: The changing landscape of the American Social Consumer and how Fast Casual is impacting the future of restaurants. (Volume 1) Paperback – May 1, 2012

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Product Details

  • Paperback: 228 pages
  • Publisher: Transmedia Press (May 1, 2012)
  • Language: English
  • ISBN-10: 0615593968
  • ISBN-13: 978-0615593968
  • Product Dimensions: 6 x 0.6 x 9 inches
  • Shipping Weight: 14.9 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #274,269 in Books (See Top 100 in Books)

Editorial Reviews


The fact is that Chipotle remains shorthand for "remarkable success" in a segment of the restaurant industry that is growing at a dizzying pace, despite the tumultuous economic conditions of the past few years. In 2010, according to a report by Chicago food industry research firm Technomic, the top 100 fast casual chains increased sales 6% in 2010 to $18.9 billion. While that may not seem like a big jump, remember that during the same period most other players in the restaurant world were flat or watching sales crater.
Smartbrief for Restaurants - 2013

"Paul is a true visionary. He understands where the restaurant industry is moving in the way that Steve Jobs understood where the personal technology industry was moving. I am in awe of Paul's work and consider him to be a key business and vision mentor."
~ Noah Glass, Founder, 

"Paul is an incredible visionary in the communications industry and in the world of branding. While he is grounded in the here and now he can see emerging trends, as evidenced by his early identification of the fast casual segment and the subsequent development of the Fast Casual Alliance. He is uniquely adept at partnering with industry and concept leaders to identify and share these trends."
~ Ed Frechette, Sr. VP, Au Bon Pain 

"Working with Paul gave me an honorary MBA in new media. I learned more in my year working with Paul about Web 2.0 and how it interacts with marketing than I could ever learn at any university. His knowledge of new media, and more importantly, how it can be used to market products and services surpasses anything I've learned reading on the Internet."
~ Barry Lauterwasser, Founder, Symbion Marketing 

From the Inside Flap

In 1999, Ells opened his first restaurants outside of Colorado, but it was interest from McDonald's Corporation that was the magic bullet for the company's growth. The fast-food titan first approached Ells in 1997 and became a minority investor a year later. Contrary to popular belief, McDonald's did not buy Chipotle but did become its largest investor, sinking more than $360 million into the chain over seven years and helping Chipotle make use of its proven distribution system. By 2005 the chain had more than 500 company-owned restaurants, and in January of 2006 it made its initial public stock offering (IPO), the stock doubling in value on the first day of trading. 

More About the Author

Paul Barron is the founder of several leading B2B websites that have amassed tens of millions of unique visitors in the past decade. As the founder and CEO of DigitalCoCo a social analytic brand group focused on business and media social intelligence he was recently recognized as #15 on the Forbes Top 50 Power Influencers in Social Media for 2012 and 2013. He was also selected as the 2012 Restaurant Trendsettter of the year. Paul is the founder of the leading WebTV Network and was the founder at Paul is also the author of the Chipotle Effect, the first book focused on the Fast Casual consumer, a new book on the American Social Consumer and the effect they have on business today. Paul is the host of the industry leading show FastCasual Nation and Table42 on the Foodable WebTV Network.

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Most Helpful Customer Reviews

3 of 5 people found the following review helpful By William H. Bender on June 14, 2012
Format: Paperback
My habits for reading and studying to keep current on consulting best practices for the restaurant industry just hit a brick wall. Armed with my Sharpie accent highlighter, the pages began turning. Every word that Paul Barron @paulbarron crafted in this valuable book @chipotleeffect HAD to be highlighted and remembered. The first 10 pages were completely highlighted in bright yellow. Then the next 20 pages, and after that the following 20 pages. Nothing but yellow. Time to invest in Sharpie. If you are on an ipad or kindle you are OK I guess - but It is still fun to actually own and hold a bright orange book with a cool cover designed by the @mydigitalcoco team.

If you own or are planning a restaurant, foodservice operation, or any type of hospitality or retail BRAND, you will gain wisdom for your business with this book. What The Chipotle Effect will provide may change your Business and your LIFE. Paul connects restaurants, consumers, and current markets with design, technology and the future of the industry. Follow Paul Barron's foot steps on the path to have your brand be relevant and successful.

The Chipotle Effect: The changing landscape of the American Social Consumer and how Fast Casual is impacting the future of restaurants. (Volume 1)
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