It’s difficult to hate on the rollers of the edible fatties, Chipotle. It tastes great, it’s “all natural”, and it’s good for you (as long as you only consume 25% of a given burrito). Even if you didn’t dig the food, the company’s advertising and CSR work is splendid (good work, Edelman).
If anything could possibly damage Chipotle’s sterling reputation, it would be perceived snobbery.
For example: “My food is better than your food. And now, let’s make fun of your diabetes.” Stressing the quality of your ingredients should not be a big deal; Papa John’s Pizza tries to do the same thing.
So guess what happened?