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FEB 01, 2013 - San Francisco Chronicle

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Chipotle selling itself as a lifestyle

Chipotle selling itself as a lifestyle [...] Chipotle Mexican Grill Inc. is broadening its message by selling organic cotton hoodies, hosting festivals selling locavore fare and backing a dark comedy video series centered on an evil PR guy hired to defend industrial farming. Unusual moveSo Chipotle is creating a lifestyle brand to appeal to consumers who believe in sustainability - an unusual move for a restaurant chain. While other restaurants, including McDonald's and DineEquity's Applebee's, are offering serving healthier menu items and responsibly sourced ingredients, Chipotle is ... Read More

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