Hipsters are gladly paying $20 for “lobster roll” sandwiches because someone somewhere online told them it was “goooooooooooooood”
Sure. There will always be people who do things like buy Pet Rocks because it’s the in/cool thing to do.
But those are fads that burn out pretty quickly. Chipotle’s growth, while definitely having some drive by hipsters looking to fo the “in” thing, doesn’t appear to be a fad. Their core demographic seem to be the lunchime professional crowd, with suburbanites being a secondary one.