I haven’t been back to my local Chipotle for several months now, and that’s a shame. I’d been a fan of the place for a long time, ever since one opened up near my old office. Back then, when McDonald’s was the primary investor, Chipotle didn’t seem so intent on raising its own profile at the expense of the rest of the food chain. They seemed mostly intent on producing really good burritos that weighed slightly less than my firstborn child.
Somewhere along the line, Chipotle decided to become more of a mission than a food brand. It created an unflattering and inaccurate portrayal of the agriculture industry to show how they were above it all. It pulled carnitas from its menu, basically stating that the U.S. pork industry wasn’t good enough to supply meat for its restaurants. The message, though misleading, catapulted Chipotle to the top, gaining a loyal army of followers. The food was still good, even if all their meals came with an unwanted side of smugness. Chipotle became one of the most trusted food brands in America.