Fads are great, while they last.... a few years from now we’ll be reading how Chipotle is struggling...
That’s the problem with fads.... Krispy Kreme anyone?
KK over expanded, they put themselves in a position to compete with themselves (selling their own product in their stores and most of the grocery stores) and that spells problems. Chipotle is growing slowly and in a controlled manner, carefully not over saturating markets. And they really aren’t a fad. Well maybe in new areas they get a fad bump, but they keep a solid audience after the new wears off.