Yglesias makes the case:
In many ways, the Chipotle burrito is very similar to the iPhone. Founder Steve Ells invented a way to maintain the basic speed and experience of the standard fast-food experience and make the quality of the food a little better. The better food costs a bit more money, but consumers turn out to be happy to pay a premium for a superior product. A similar insight is behind privately held Five Guys, a burger-oriented fast-food concept that’s also grown rapidly over the past several years. At the other end of the health spectrum there's Chop't, the assembly-line salad chain that’s taken New York and D.C. by storm but hasn’t yet gone national. All three chains are, in their different ways, raising the bar for food quality in a quick-service setting.