If you’re in New York City and craving a massive, flavour-packed sandwich, there’s a new place you must try. It’s called Counter Service, and it’s not just another sandwich shop—it’s the latest creation from Steve Ells, the founder of Chipotle. Since the start of the year, Counter Service has been serving large gourmet sandwiches, mostly by delivery, but now you can grab them in person near Sixth Avenue, NYC.
A New Chapter After Chipotle and Kernel
Steve Ells, famous for building Chipotle into a household name, has turned his attention to something new—premium sandwiches. Interestingly, he set up Counter Service in the same location that once housed his previous project, Kernel, a vegan restaurant launched in 2024. Kernel was known for using fresh ingredients, minimal staff, and even a robot arm to prepare up to 1000 items a day through an app.
While Kernel focused on vegan food, Ells learned that veganism could be quite divisive. In an interview, he admitted, “Veganism is very polarizing.” So now, he’s shifted gears to focus on making delicious sandwiches with top-quality ingredients, smart kitchen operations, and less food waste.
What’s on the Menu at Counter Service?
The menu is curated by Andrew Black, a chef who formerly worked at the Michelin-starred Eleven Madison Park. Here are some of the star sandwiches you can try:
Roast Pork Sandwich
Loaded with provolone cheese, broccoli rabe, and salsa verde.
Green Goddess Chicken Club
A rich, creamy and filling club sandwich with fresh ingredients.
Fried Egg Sandwich
A breakfast classic, made gourmet-style.
Banh Mi
A twist on the traditional Vietnamese sandwich, made with liver pate.
Roast Beef
Includes cheddar cheese, horseradish, and watercress for a spicy kick.
The shop roasts its own meats, bakes high-quality bread, and creates its own house sauces. It’s no surprise that these sandwiches are becoming a favourite in New York.
Many Don’t Know It’s From Chipotle’s Creator
Even though these sandwiches are getting popular, many customers still don’t know the man behind them is the same person who started Chipotle. That’s because Counter Service is quite different from Chipotle’s fast-casual Mexican style—it feels more like a gourmet sandwich kitchen.
Chipotle’s Recent Controversy Around Portions
Meanwhile, Chipotle itself has faced some criticism. Earlier this year, social media went viral with claims that the chain was giving smaller portions in its bowls and burritos. Some customers even began filming employees while their food was being served, a trend now known as the Chipotle cell phone rule.
Although former CEO Brian Niccol denied that there was ever an instruction to reduce portion sizes, he admitted that the company took the feedback seriously. He said they reviewed their food preparation process and are committed to offering generous servings, which has always been a key part of Chipotle’s brand.
Counter Service shows how Steve Ells is once again trying to change how we eat fast food—this time with gourmet sandwiches that blend fine ingredients, efficient cooking methods, and less food waste. Whether you love roast pork, creamy chicken clubs, or a fancy fried egg sandwich, there’s something special waiting for you in New York. As food trends change, Ells seems ready to offer tasty and thoughtful options for a new generation of eaters.