Do you think the big idea was connected to market research about the food preferences and eating habits of consumers?

Do you think the big idea was connected to market research about the food preferences and eating habits of consumers?

What was Chipotle’s Big Idea?
Do you think the big idea was connected to market research about the food preferences and eating habits of consumers?
In what ways was marketing and public relations integrated in this campaign?
If yes, what was the news hook? Be specific. Think of things that have appeared in the news that might relate to this campaign.
What went wrong? What principles of Issues Management or Crisis Management weren’t followed?