Nicole Lawrence, Patricia Urgoiti, Alexandra Corey, Ashley O’Brien TV Execution 1: 30 sec News Reporter: Chipotle Mexican Grill

, a restaurant chain known for their incredible burritos, have added a new item to their menu, the Burrito Bowl, that is causing a lot of confusion and questions from their customers. Customer 1: How can it be a burrito without the tortilla? MS of reporter in front of Chipotle restaurant.

CU of Customer 1 asking a question

Customer 2: How will it stay together?

CU of Customer 2 asking a question

Customer 3: Will it taste the same?

CU of Customer 3 asking a question

News Reporter: Well, Steve Ells, the people have spoken and they want to know what’s up with this new Burrito Bowl.

CU of reporter asking question

Nicole Lawrence, Patricia Urgoiti, Alexandra Corey, Ashley O’Brien TV Execution 1: 30 sec Steve Ells: Calm down people. The Burrito Bowl still has everything you love about our Burrito. The only thing missing is MS of Steve Ells in Chipotle restaurant behind the counter with the burrito ingredients in front of him.

Reporter: (interrupting abruptly) The flour tortilla!

CU of the reporter yelling nervously

Steve Ells: That’s right. And all of those ingredients are put together in a bowl with the same integrity as all of our other products. Reporter: But how is it the same?

MS zoom to CU of Burrito Bowl

CU of the reporter, sad

Steve Ells: Well, as true with everything else, it’s not the outside that counts. It’s whats inside.

CU of Steve Ells

Nicole Lawrence, Patricia Urgoiti, Alexandra Corey, Ashley O’Brien TV Execution 1: 30 sec MS of the burrito and Burrito Bowl side by side with the Chipotle logo below and the tagline below that.

The Chipotle Burrito Bowl. A burrito without its tortilla is still the same inside.

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