I have eaten what I would estimate is between $3k and $4k in Chipotle products in the last fifteen years. I was one of the psychos who went there 35 times that one summer with a loyalty card to eventually get a free catered party, and I truly didn't get sick of it.

So I feel uniquely qualified to say that the chain really did use to have a spark it no longer does. It was the "cool" place that gave you bang for your buck--you could easily split a fat $6 bowl-plus-tortilla into two meals if you were low on cash--and they turned that cool image into brand loyalty. They were the everyman's fast casual dining chain. I know they were always a business with business priorities, but the vibe and atmosphere conveyed that they actually cared that people got fed for a good price first and had room for infinite growth second.

They are now cashing in that loyalty for the growth that all companies promise themselves one day, and unsurprisingly the food has suffered. COVID's effect on the service industry certainly didn't help; I now go infrequently enough that with the much higher turnover I don't think I ever recognize an employee from one visit to the next, meaning my food is usually worse than I'd like because no one there has enough practice, so I go less frequently, etc.

And don't even get me started on the mobile order and pickup. When they do manage to get it right, the absence of an audience as they make your food gives them an excuse to skimp quantity by a WIDE margin--you are absolutely not getting the same product if you order right in front of them vs. mobile. And that's if they get your order correct. After my third time getting an order screwed up in four attempts I no longer allow a Chipotle order on my own dime to get made anywhere but in my sight.

Damn shame.