# Advice Line with Steve Ells of Chipotle

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-04-09
- Length: 42m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-09-advice-line-with-steve-ells-of-chipotle

## Summary

Guy Raz is joined by Steve Ells, founder of Chipotle, to answer calls from early-stage founders. Rebecca Smith of Streaky Bay Distillers seeks advice on differentiating her small-batch spirits in a crowded market, while Sri Holima of Mat Zero asks how to balance commercial growth with her humanitarian mission for her heated mats. John Rarek of Cantina Di Rosina discusses strategies for marketing organic wine to younger consumers despite declining alcohol consumption trends.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-09-advice-line-with-steve-ells-of-chipotle#t=0) Introduction and the Colonel Failure
- [2:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-09-advice-line-with-steve-ells-of-chipotle#t=143) Steve Ells on Robots and Counter Service
- [6:40](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-09-advice-line-with-steve-ells-of-chipotle#t=400) Advice for Streaky Bay Distillers
- [19:11](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-09-advice-line-with-steve-ells-of-chipotle#t=1151) Advice for Mat Zero's Market Focus
- [29:49](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-09-advice-line-with-steve-ells-of-chipotle#t=1789) Advice for Cantina Di Rosina's Marketing
- [41:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-09-advice-line-with-steve-ells-of-chipotle#t=2478) Steve Ells' Personal Reflections

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Founder wellbeing](https://hardwarepodcasts.com/topic/founder-wellbeing)

## Most relevant to

large enterprises, early-stage companies

## Mentioned

- Chipotle (company)
- Colonel (product)
- Streaky Bay Distillers (company)
- Mat Zero (company)
- Cantina Di Rosina (company)
- Taco Bell (company)
- McDonald's (company)

## Related episodes from other shows

- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [Founder Feature: Joe Cassinelli of El Nacho](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-10-02-founder-feature-joe-cassinelli-of-el-nacho) (The Startup CPG Podcast)
- [#179 - Bootstrap Heroes: Hazard's Hop Water, SWAIR, Gourmend Foods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-21-179-bootstrap-heroes-hazards-hop-water-swair-gourmend-foods) (The Startup CPG Podcast)
- [#66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-10-25-66-sharing-is-caring-how-alison-cayne-havens-kitchen-share-cooking-confidence-an) (The Startup CPG Podcast)
- [Ep. 7: "You had me at wine" - Gregorio Santiago, on shifting your mindset from product to brand](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-07-30-ep-7-you-had-me-at-wine-gregorio-santiago-on-shifting-your-mindset-from-product) (The Startup CPG Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-09-advice-line-with-steve-ells-of-chipotle. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to How I Built This.