From Vegan Food and Robots to a New Venture: Discover What Chipotle’s Founder is Launching Next!

Over 30 years ago, Steve Ells launched Chipotle, revolutionizing the fast-casual dining scene. After a failed vegan venture called Kernel, he’s back with a fresh idea in New York City: Counter Service.

Located at 54 West 14th Street, Counter Service has been dishing out sandwiches mainly through delivery since early this year. During lunchtime on weekdays, you can peek through the window and see employees busy at work as they prepare meals.

The menu features a variety of sandwiches, including:

• Banh mi with liver pâté
• Roast beef with cheddar and horseradish
• Roast pork with broccoli rabe and provolone
• Fried egg sandwich
• Green goddess chicken club

This menu might surprise those who remember Ells as the founder of Chipotle. There’s a focus on quality ingredients and recipes that stand out.

Transitioning from Kernel to Counter Service was a challenge for Ells. Kernel aimed to innovate fast food with a focus on vegan options and automation, including a robot kitchen that was costly to maintain. However, it struggled to gain traction and closed down within a year.

Ells learned that the robot revolution isn’t perfect and that vegan food can be a tough sell.

Other automated eateries in New York faced similar challenges, showing that diners often prefer a human touch when ordering food, even in fast-casual settings.

Now, with Counter Service, Ells is determined to answer the question: “How do we make a restaurant more efficient?” Unlike before, he aims to connect better with customers by providing top-notch ingredients while minimizing waste and offering better pay for fewer employees.

The sandwiches are crafted by Andrew Black, a former chef from Eleven Madison Park. They bake their own bread, roast their meats, and create unique sauces to elevate their sandwich game.

Ells believes there’s a gap in the market for high-quality sandwiches. The Cortese, for example, showcases thin-sliced pork, roasted garlic, and provolone on a crisp roll, topped with salsa verde. This is what he envisions for a sandwich paradise.

As it stands, Ells has begun with three employees per location, aiming to expand to more spots in Manhattan soon. The goal is to establish a reliable lunch spot without sacrificing quality.