Chipotle is beloved because its food is a delicious alternative to struggling McDonald’s and even surging Burger King. But beyond taste, another big factor in the Chipotle brand’s popularity is its claim to be a healthy alternative to its competitors. The booming burrito purveyor took its emphasis on health consciousness to a new level in April, boldly declaring its menu free of all genetically modified (GMO) ingredients. (Chipotle was the first chain restaurant to promise no GMO.)
But boldness and good intentions famously sometimes bring rough consequences. In scenario that scans like the famous Seinfeld skit where an allegedly fat-free frozen (and delicious) yogurt shop is found to be selling yogurt loaded with fat, Chipotle is being sued. Its transgression? Representing its food as GMO-free while the menu still allegedly contains GMO ingredients, according to the class-action suit. Meanwhile, people will go on eating as much Chipotle as before (or more) — because even before April the chain was very nearly GMO-free, which already put Chipotle way in front of the competition.