Chipotle Mexican Grill.. [has] grown into a chain of more than 1,900 locations, thanks in part to marketing—including short animated films about the evils of industrial agriculture—that reminds customers that its fresh ingredients and naturally raised meat are better than rivals’ and better for the world. The implication: If you eat Chipotle, you’re doing the right thing, and maybe you’re better, too. It helped the company, charging about $7 for a burrito, reach a market valuation of nearly $24 billion. Its executives seemed to have done the impossible and made a national fast-food chain feel healthy.
The evils of industrial agriculture. Wholesome and health organic food. Just what today's trendy millennials are craving: a good meal mixed with virtue. It was the place you could go after services at the Church of the Liberal Pieties.
What could go wrong? Bloomberg continues:
Curb your enthusiasm!