Chipotle has a "secret" menu

Chipotle only serves a handful of items: burritos, bowls, and tacos. The restaurant has left its menu virtually untouched for over two decades. Yet, Chipotle continues to grow in popularity. There are many factors for this, including Chipotle’s focus on natural ingredients. 

There’s something else in the mix. Customers know exactly what to expect when they walk into a Chipotle restaurant.

 In fact, the simplicity of Chipotle’s menu has compelled fans of the brand to innovate their own menu items. The quesarito is not on the menu, buy you can get it on the secret menu.

The secret menu, the celebrated, heralded, meme-generating secret menu is a consequence of Chipotle’s intense focus on getting a few things right.