Chipotle's Marketing Accused of Being Misleading

A campaign launched by the Center for Consumer Freedom targets the marketing strategy by Chipotle. The campaign which began last week and targets alleged misleading marketing by the restaurant chain. Center for Consumer Freedom Research Director Will Coggin says the public needs to know there's more to the story than what Chipotle tells consumers.

Coggin: "Well, Chipotle is a obviously a very popular brand but as we see farmers under pressure from activists groups of all kinds. Now we are seeing a restaurant itself — a business itself — adopting a lot of the same language and a lot of the same false narrative and mis-information that you might expect from activists groups. So it is important for the public to understand and the public is seeing Chipotle's advertising all the time but hey look there is more to the story than what these guys who are selling you burritos are telling you."

The campaign includes a full-page ad in the New York Post and a new website targeting Chipotle's marketing, called chubby chipotle dot com (www.ChubbyChipotle.com). Coggin says while many of Chipotle's marketing scheme's may sound or feel good, but they are often misleading.

Coggin: "We could talk for a long time about what is wrong with Chipotle's marketing. With the antibiotic use — for along time Chipotle has had this no antibiotic ever policy. So we just want to draw attention to that and say look. this sounds good and it may be feel good marketing but are the consequences of that and is that a system that is humane and supportive of animal welfare."

He encourages farmers to join the dialog with consumers about Chipotle's marketing