Anecdotal but related: over the last few years I've noticed a trend where I've been appreciating Chipotle more and more, and liking McDonald's less and less. At Chipotle's I can count on getting healthy fresh natural-tasting food fast, clean tables, and lots of good looking women among fellow customers. At McDonald's I increasingly experienced unhealthy stale, artificial/chemical-tasting food (sometimes fast, sometimes slow), with dirty tables, dirty drink stand areas, dirty bathrooms, sometimes no mirrors, flies common, and lots of fat or ugly women, and slobs of all genders/ages in general. And the price of a meal is roughly the same, order of magnitude-wise. And because of the indoor playground, more frequent cases of kid's screaming or being obnoxious -- though it sometimes happens at Chipotle too, just not as much. Oh and the music would be better at Chipotle too.
So it really became a no-brainer for me which to choose whenever I needed a fast meal and didn't want to make something. Chipotle isn't perfect (I've identified about 4 things they could do better, in my book) but they've come closer to perfect, in the fast food space, than any other business I've seen. I'm glad McDonald's is (hopefully) losing in the marketplace and on Wall Street, and Chipotle the opposite. It (should be) all about the customer and the end-user experience, and this should be reflected in revenue and stock price trends, in a fair system.
I've never expected their burgers to match their ads, but I do expect them to taste good, and not provide a disgusting dining room experience. Life's too short for otherwise.