Link = http://ca.finance.yahoo.com/news/chipotle-founder-completely-disses-former-195828922.html

As the founder of Chipotle, a former subsidiary of McDonald in 1998, Steve Ells has to disagree with the value proposition of McDonald, the largest worldwide fast food chain. After McDonald gave up making burrito and focusing on fries and burgers in 2006, Ells understands there is one thing that Chipotle is able to provide to customers which McDonald cannot  ̶  the quality. For Chipotle, its value proposition (or brand positioning) is “to customers who are looking for culinary indulgence, Chipotle is the most ideal restaurant that provides exceptional quality food that are made with 100% natural ingredient.” The value that Chipotle brings to the table explains why the restaurant has had 1,500 locations and is still continuously expanding. In contrast to the system of McDonald, starting from 2000, Chipotle started serving 100% natural pork, chicken, beef, zero trans fat oil, and organic black beans instead of dozens of frozen patties. Ells deeply believes that this production model is what customers are truly looking for; and this is also the only way to be able to attract customer’s loyalty and expand the company in this competitive food industry.

There is also a video of insight into Chipotle’s value
– https://www.youtube.com/watch?v=lUtnas5ScSE