Chipotle is a fast-casual Mexican-inspired restaurant. Chipotle is the 16th largest fast food chain in the United States, and it shares 1.3% of the fast food market industry.

Chipotle has created a brand based on their use of fresh and seemingly healthy ingredients. They also have wide audience appeal as they provide food options for many different diets, including Vegetarian, Vegan, Paleo, and Keto.

Consumers are familiar with Chipotle’s customizable entreés in which the customers travel down the line of ingredients, watch the employee build his/her entreé, and interact with the employee to tell him/her which ingredients they want to be added to their entreé. This level of customization has helped make Chipotle stand out from other fast-food Mexican restaurants, including Taco Bell and Del Taco, because there is an extra layer of interaction in which customers are allowed to see their food being made fresh.