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.
KK didn’t just overexpand they were a fad.
There is not a single one left in my metro area.
I grew up on KK in the south. Good product but sadly they let a bunch of New Yorkers drive them into the ground.
Chipotle won’t go out of business but it’s a fad in a few years they will be like Olive Garden unable to raise prices without losing market share.