• tacobellblake

A taste of Chipotle’s new menu items proves: It’s no Taco Bell

"Americans’ love for Taco Bell, the nation’s large Tex-Mex fast-food chain, must be vexing for Chipotle Mexican Grill, which has long prided itself on its whole and responsibly sourced ingredients. I can imagine Chipotle leaders asking themselves, “Why would people prefer the spectacle that is Taco Bell over the higher-quality food we provide?” One reason might be a series of debacles at Chipotle over the past few years, such as foodborne illnesses, pest invasions and a derided attempt at the Tex-Mex cheese dip known as chile con queso, all of which have taken their toll on the fast-casual chain’s brand and fortunes. At Taco Bell, meanwhile, gimmicky product launches, such as nacho fries and Dorito-shell tacos, became wildly successful.

Chipotle’s response: to poach Brian Niccol, who’s been credited with much of Taco Bell’s success, as its new CEO."

Read the full article by Lisa Fain here.