Chipotle is VERY simple but really really really bad for you..Check out their nutrition counter on the website and just build a typical burrito and see how many calories and all that it has. That being said, it's so delicious. Compared to Rubios, it doesn't have anywhere near the variety that Rubios has and no fish tacos at all. Compared to Baja Fresh, basically same story. IMHO, I rank Chipotle 3rd out of those choices.