When I was in college, Chipotle enjoyed our campus’ complete devotion. Friends and I texted each other to plan burrito missions, and Chipotle coupon giveaways were enough to boost attendance at home basketball games.
Chipotle has seen its fortunes fall in recent years—an E. coli outbreak crippled sales and consumer confidence, and its Southeast Asian concept ShopHouse shuttered all its locations this year. Now, as the burrito chain is looking to improve the standing of its burger concept, Tasty Made, it has hired the services of…
Chipotle is now serving queso and, if Twitter is to be believed, no one is impressed. I probably could have taken their word for it, but I am a “journalist” damn it, so I traipsed to the (very recently installed) Chipotle near me and ordered a cup of the dip.