After writing Food Babe Investigates: Chipotle vs. Moes on 100 Days of Real Food, I had a meeting with Chipotle’s Director of Communication, Chris Arnold about why they didn’t post their ingredients. Chris wasn’t exactly sure why their headquarters doesn’t give out the ingredient list and indicated that posting their ingredient information wasn’t a top priority because it is too complex. Chipotle is planning a website redesign to “maybe” include this information at some point… but it’s not in the near future.
Meanwhile, over on Chipotle’s Facebook page, they made excuses for not posting the ingredients because they were afraid of other restaurants “copy catting” their recipes. I don’t know about you, but common sense tells me if someone like me could get a hold of their ingredients after some poking and prodding, I think a company who wanted to copy their recipes would certainly be able to do the same.
Their reasons just don’t add up. I find Chipotle’s marketing decision to not post their ingredients horribly WRONG and it goes against everything they are telling us about their food. If “it’s what inside that counts” – why are they refusing to tell us what’s actually inside?