Chipotle: A Once-Tainted Brand That's Back On Top


GreenDot Rating: YELLOW

Outside of the truly extraordinary, we would have trouble assigning anything other than a RED (unattractive) business model rating to any restaurant, one of the most difficult lines of business in the world. We originally rated Chipotle as red a few years ago, as it was still recovering. However, we're happy to see that the brand is again strong, and as such we will elevate its rating to YELLOW (somewhat attractive). Customers still love the concept, the food, and the convenience. There is still plenty of growth potential. However, investors should remember that the restaurant business is a tightrope. All it takes is a slight slip to badly tarnish a carefully constructed brand advantage.

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Adam Reynolds 1 year ago Member's comment

Surprising on $CMG. I would have thought restaurants would not be faring well in this environment.