Should Beyond Meat Worry That Chipotle Rejects Its Faux Burger?

Chipotle Mexican Grill (NYSE: CMG) would seemingly be a natural partner for Beyond Meat's (NASDAQ: BYND) plant-based meat substitute. With abiding principles of serving "food with integrity," the Mexican food restaurant ought to have been first in line among restaurants signing up for the meat alternative that causes no harm to cows.

Yet despite the chain being an early advocate for using only humanely raised cattle for its beef, Chipotle rejected Beyond's faux meat option because it is too processed. CEO Brian Niccol told Bloomberg, "We have spoken to those folks, and unfortunately it wouldn't fit in our 'food with integrity' principles because of the processing, as I understand it, that it takes to make a plant taste like a burger."

Image source: Beyond Meat.

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