The point behind the marketing-minded switch? To call attention to its "gold ingredients" and mission statement of "Food With Integrity," made with naturally raised meats, local, organic vegetables, and rBGH-free dairy, as well as the chain's 18th anniversary. What do you think of Chipotle's new gold standard?
What else is new at Chipotle besides its fast-casual Asian concept? Why, a new gilt look! The Mexican grill announced today that, for the next four months, it'll switch from its well-recognized silver foil burrito wrapper to one that's colored gold.