I love the whole concept of "make up your own meal" that they espouse. It helps, of course, that I like Mexican food in general and burritos in particular, I suppose. But what really wins me over is how they treat my daughter. They make a huge fuss over her, and always let her have rice and beans and cheese in special little containers that make her feel like a very important patron. She asks to go to Chipotle at least 2x/week, and we generally indulge her because of the way we're treated. Keep up the good work!!