They actually started off pretty good. After they grew, they enshittified. They cheaped out on quality, pay, and portions.

The front-loaded the quality and systematically worked to increase shareholder value, betraying their original customer base.

Promotion. That's how they took off. I remember opening day they had free burritos for everyone, and the portions were probably double of what they are now. The food was mediocre but it basically was large size taco bell, so people got the general idea of what they we're getting.

Now for me personally, I prefer traditional Mexican food. There's a place around me that started as a food truck and now has three brick and mortar places. And they got weekend specials, like not what you get at fast food places, the bring your family specials lol

Moe's beats Chiptole's pants off every day of the week.

Yes, bigger portions (a burrito is easily shared between 2-3), better flavor, better prices, kinder staff (idk about compensation, though).