They use recipes that deliberately keep sugar and salt levels low, source raw ingredients locally whenever possible, and avoid both artificial additives and factory-farmed meats.
Chipotle has come under fire before -- for example, when it reverted to factory-farmed meat when the supply of "responsibly raised" meat has run short.
In an era when people are growing more skeptical about factory-farmed chicken, large companies have to find a way to satisfy consumers' demands and questions.