The Chipotle closest to us finally went back to the TEXMEX flavors they had a long time ago. Now there are long lines at lunch. The regular Mexican food flavors were just not good for business. We have a TEXMEX restaurant less than 5 miles from home that beats Chipotle by a big margin.
Beating any chain by a wide margin is not hard to do...
In fact, beating a chain restaurant should be the minimal bar any restaurant should strive for.