Chipotle: Friend or Foe?

Anyone who knows me knows that I eat an inordinate amount of Chipotle.  It is clean (depending on what you order), fairly inexpensive and is located right down the street from the gym.

Founded by Steve Ellis in 1993, Chipotle released a mission statement called Food with Integrity, which highlights its efforts in using organic ingredients and emphasis in serving naturally raised meat. Today Chipotle operates in 43 states and 4 countries and has over 1400 locations.

Last month however, Chipotle got a bit of bad press for a potential change in their meat supply.

Chipotle, the burrito restaurant chain, said Tuesday it's considering changing its meat supply policy and buying beef that may have been treated with antibiotics. (...)

Citing shortages of beef that meets its current standards, the company said it's reviewing this "never-ever" antibiotic policy and possibly allowing suppliers to sell animals that were treated with antibiotics "when necessary."

Source: http://www.usatoday.com/story/money/business/2013/08/13/chipotle-may-use-meat-given-antibiotics/2651095/

One month later, Chipotle comes out with an ad challenging "factory farming" and further aligning themselves with the clean food movement.

What do you think? Do you think Chipotle is just capitalizing on the what people want to hear or are they really committed to changing our food supply? Is it even possible to make a difference when you have over 1400 locations in over 43 states? Does it matter? Post your thoughts to comments.