M. Ells
Analyst · Wells Fargo Securities
Thank you, Kate. I’m joining you today from France, where we plan to open our first restaurant sometime in the middle of next year. Like London, we believe the prospects are excellent for Chipotle in France, given the exceptional food culture and the abundance of great quality, sustainably raised ingredients here. We're also excited about the potential for Chipotle in such a remarkable international food culture. During the second quarter, Chipotle reached a couple of milestones that we're all very proud of. First, we opened our 1,000th restaurant in June. With more than 1,000 restaurants now, Chipotle is having more of an impact on the way people eat than I ever would have imagined when I started the first restaurant 17 years ago. Our commitment to building a unique food culture based on making better food for more sustainably raised ingredients available and affordable for everybody, and our commitment to a unique people culture that empowers and rewards our best performers and allows us to provide better customer service in all of our restaurants, is resonating with all of our customers. And as we continue to grow, our impact will only be greater. The other major milestone was opening our first restaurant in Europe. That restaurant has the same philosophy as our U.S. restaurants, and we are using premium-quality ingredients from local sources, including chicken that is grown to a higher welfare of standard, pork that comes from pigs raised on farms that offer large one-acre paddocks where pigs can roam freely and display natural behaviors, and beef from farm-assured British farms, where cattle are raised in a humane and compassionate condition. We’re also using vegetables and herbs from local farms as well. Before arriving in France this week, I spent a full week working in our London restaurant with our managers and crew. Our plan with this first London restaurant is to introduce the Chipotle brand, establish relationships with suppliers that meet our standards and will be able to help us grow, and to develop a culture of empowerment among our crew so that we can ensure that we properly develop the future leaders of our European business. Well, just two months after opening, I'm very pleased with how this restaurant is operating. The food is exceptional. The crew is empowered and already performing very, very well, which gives me great confidence that we're now well on our way to developing the future leaders we will need to expand in London and elsewhere in Europe. This focused approach to expansion in Europe is off to a great start, and we remain encouraged about our opportunities. During the quarter, we continued to make progress on our vision to provide Food With Integrity. As of now, all of the beef we use to make our barbacoa, the spicy shredded beef, is naturally raised. With this change, 85% of all of our beef is now naturally raised. That brings our naturally raised meat total to more than 75 million pounds for 2010, including all of the pork, 85% of our beef and about 80% of our chicken. You may recall that we had been at about 100% -- or we had been at 100% -- of our chicken as well as pork, but we cannot currently get enough naturally raised chicken to keep pace with demand. We're working hard to find additional suppliers and also helping existing suppliers grow, and we're going to hope to return to 100% naturally raised chicken soon. We have also been working with milk suppliers, cheese makers and creameries in Ohio, Wisconsin and California to increase the supply of pasture-raised milk in our cheese and sour cream. Currently, more than 50% of the cheese we serve is made from cream meeting these standards and is in a few of our restaurants. We are in the process of growing the supply and expect to serve more cheese from sour cream made with pastured milk in the near future. Beyond our use of naturally raised meat and pastured dairy, we have also made progress on our commitment to serve locally raised ingredients when in season. Chipotle recently started serving naturally raised pigs to our entire Colorado Springs market. We also remain the only national restaurant company with the significant commitment to serving locally grown produce. We are just entering our growing season now in most of the country and have purchased roughly 2.6 million pounds of local produce to date. We have to date already approved 45 local farmers to provide Romaine lettuce, green bell peppers, jalapeno peppers, red onions, fresh cilantro, avocados, lemon, cilantros and tomatoes to restaurant locations across the country, and we will continue to add local growers to our program throughout the rest of the year. By year end, we expect to serve about 5 million pounds of locally grown produce during the calendar year. We're also making progress on our effort to provide more certified organic ingredients. This year, we expect roughly 40% of our beans and half of our cilantro to be organic. Additionally, we'll start to purchase some organic avocados. In total, this will equate to Chipotle purchasing roughly 8 million pounds of certified organic produce this year. And lastly, I'd like to talk about our new marketing programs. Earlier this year, we redesigned our marketing to specifically and to speak directly about our commitment to serving food from more sustainable sources. In fact, nearly all of our marketing programs now work together to help communicate our Food With Integrity philosophy. Our new ad campaign, running in print, outdoor, radio and online, delivers memorable message about Food With Integrity by using media in unexpected ways like billboards with long headlines and radio ads that don't sound like ads. In order to measure the effectiveness of the campaign, we conducted research prior to the start and then again, after the first eight weeks of the campaign. While it's still preliminary, the results of the research are encouraging. We have seen meaningful increases in awareness of Chipotle's commitment to serving ingredients from more sustainable sources and markets where our advertising is running. How that corresponds to sales remains to be seen, though it's not uncommon for these kinds of changes in awareness to precede changes in behavior. An additional wave of research will be conducted at the conclusion of the campaign later this year. Beyond the new campaign, we have also recently introduced a new website and a new packaging system. Our new packaging consists of 24 different bags and cups, each with a different story about Chipotle. Some of these stories talk about Food With Integrity and others don't, but they all communicate something special about Chipotle, and they do so in a lighthearted and approachable way. And all of the packaging invites our customers to submit their own stories that we might use on future packaging. In June, we launched a new website that integrates Food With Integrity into almost every aspect of the site. It's been completely redesigned to be more informative, more fun and easier to use than the old site. The new site features something that we call, "under the foil," which enables users to peek underneath many of the pages, and they uncover entertaining content that explains Food With Integrity in engaging ways. So taken together, our packaging and website reach nearly 800,000 people every day. And as such, they are powerful tools to help educate our customers about the brand. Combined with our advertising campaign, we are now reaching more people than ever before with engaging messages about Food With Integrity and the Chipotle story. Beyond our marketing programs, we're also working to redefine the design of our restaurants. The new design has been incorporated in several new restaurants across the country, and initial feedback from our customers is good. Apart from the aesthetic improvements to these faces, the new design is also more durable, making it easier and more efficient to maintain over time. It makes use of more energy-efficient systems and environmentally friendly materials and lowers investment costs, particularly with the A Model restaurants. With our continued focus on developing our extraordinary food and people cultures and the renewed commitment to bringing our marketing in line with the progress we have made in the other critical areas, we believe Chipotle remains well positioned for long-term growth and will continue to provide value to our shareholders. I'll now turn the call over to Monty. Monty?