Chipotle’s Brand Is Transcending Fast Food

Chipotle is transcending fast food to become a lifestyle brand. In an attempt to combat competitors like Qdoba and Taco Bell, the burrito chain is selling organic cotton sweatshirts, sponsoring festivals for locally-sourced food, and backing a comedy video series mocking industrial farming, Leslie Patton at Bloomberg News reported. While other brands like Abercrombie & Fitch and Harley-Davidson sell ideas like sex and rebellion, Chipotle is trying to sell idealism, Patton writes. “It’s new territory for a …