Chipotle is a total addiction for me.  There is one right by my house and I eat there all the time.  Those people know me.  It's sad really. 

At any rate, I have studied this company and they are doing a lot of things right; growth at a measured pace, targeted advertising, and a simple but high quality product.

I have been to Qdoba (because there is no chipotle near my work) and I am always hoping it will be as good but it's not.  It's like the same old mexican fast food (taco bell) but with a chipotle-like assembly line and dressed up in the guise of fast casual.  Their chicken tastes bland, it's weak, in short.

Constantly there is a line at the one by me.  There are a lot of college kids who go there.  Sometimes it gets insane.  At any rate, people wait in the line because

A) They are addicted.

B) The line moves pretty quickly.

This pretty much sums up the appeal of this company, and this stock.  Very loyal fan base, very efficient operations.  Efficient enough that the freshness and quality of the food is surprising given that the average price point for a meal with a drink is around $8.