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If there’s a brand that epitomizes the fast-casual restaurant vertical, it’s Chipotle Mexican Grill. After a decade-long fallow period following its founding in 1993, Chipotle blazed onto the national scene in the early 2000s and seemed to single-handedly invent the “watch-them-make-your-food” business model. Competitors have emerged that use the same model, but Chipotle stills seems like a big deal.
As the brand progressed, customers began to....
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