Chipotle looks to boost its standing as a lifestyle brand

01/29/2013 | Bloomberg Businessweek

Chipotle Mexican Grill is looking to market its commitment to sustainable practices by expanding its lifestyle brand, which includes sales of organic-cotton clothing, sponsorship of "locavore" festivals and videos that knock industrial farming. "It's new territory for a restaurant brand. It's ambitious, but I don't think it's implausible that they could become a lifestyle brand," says Interbrand Design Forum's Bill Chidley.

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