More important, part of their business model includes recognition that there are people out there (hard to believe!) who don’t actually eat meat. So they have a tofu option for their burritos which is pretty darn tasty.
Now Chipotle is going on the offensive about the appalling cruelty involved in the production of meat used by all their fast-food competitors. But they are doing it in a funny, stylish way, with a four-part satirical comedy series that will air on Hulu. I don’t know if it will deliver real entertainment, or just come off as a clever infomercial.
But I love the fact that it is linking factory farming and the oil industry. That is in encouraging sign of the times, and an explicit attempt to change the zeitgeist on meat, which has long been seduced by too many ads depicting happy farm animals rolling around in the sun with cute kids.
Too bad they didn’t work in the tobacco industry, too.
Here’s the trailer: