Everyone knows about McDonald's.   If you don't, I don't want to know why.  All I have to say to you is come out from under your rock.

But does everyone know the Chipotle brand as well? For example, did you know that McDonald's owns Chipotle? For McDonald's, Chipotle represents another customer segment target market, but that's not all in my opinion.

Chipotle offers organic ingredients and now, even brown rice.  They are targeting nutrition-conscious, environmentally responsible, faster food eaters who like Mexican flavors/food. They've done a pretty good job at not connecting the two brands together. Let's face it, lots of people would not eat Chipotle if they knew McDonald's owned it.  Even though McDonald's does well (obviously), the monster of a chain has its fair share of critics. Think: Fast Food Nation.

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