Chipotle burned by its campaign to look virtuous
It’s been a rough autumn for restaurant chain Chipotle, and there’s a stern marketing lesson mixed in with the meat, beans and guacamole stuffing the chain’s burritos.
If you claim — as Chipotle often does — that your food is more virtuous than everything else on the market and try to trash today’s agriculture in the process, you’ve got to back it up. Chipotle didn’t.
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