That line, and the continuous flow of customers during the day, is indicative of the growing popularity of the fast food chain striving to set itself apart from other chains not only with the kind of food it serves, but the way it advertises.
The eerie new advertisement created by Chipotle, called "The Scarecrow," harnesses the combination animation reminiscent of Tim Burton and Fiona Apple's version of “Pure Imagination” from Willy Wonka & the Chocolate Factory.
The company's mission statement says it aims "to change the way people think about and eat fast food" and in an effort to do so, serves menu items made from locally grown produce and meats that come from sources that "raise meat responsibly."
The Scarecrow Game website invites viewers to "Join Chipotle and the Scarecrow on a journey to bring real food back to the people. Play the game, watch the animated short film, and find out how to take action." Patch wants to know what you think about the video and whether or not it impacts you decisions about where to eat when choosing a fast food restaurant. Leave your thoughts in the comments section below.