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 …
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