Chipotle's Free Queso Deal Caused Hilariously Savage Backlash
When Chipotle unveiled its queso earlier this year, it was made with just 23 ingredients and was totally additive free. Unfortunately, lots of people hated it. In late November it was revealed the burrito joint was changing the grainy recipe. To showcase the newly configured cheese dip for skeptics, Chipotle offered free queso to people who wore cheesy (ugly) sweaters to a restaurant last week.
Part of the reason Chipotle had been resistant to queso is that queso made with natural ingredients can be inconsistent. "Additives make typical queso very consistent and predictable but are not at all in keeping with our food culture," former Chipotle CEOStephen Ells said when the queso was first released. "Our queso may vary slightly depending on the characteristics of the aged cheddar cheese used in each batch, but using only real ingredients is what makes our food so delicious.”
However, the promotion and recipe change did little to sway critics. Since the December 12 promotion, Chipotle's queso has been getting dragged on social media.
Chipotle thinks they’re slick tryna give me free queso instead of BOGO. nobody wants that glue, we want burritos— Jfow (@JordynFowler) December 11, 2017
I DON'T KNOW but now they're trying to give it away and nope, Chipotle, FOOL ME ONCE.— Lauren Thoman (@LaurenTHCW) December 13, 2017
Five years ago I presented a speech for class on why Chipotle is better than Qdoba. Today I'm so ashamed I cry tears of Chipotle's crappy queso.— Eddie Soller (@eddiesoller) December 13, 2017
Everytime Chipotle texts me about free queso an angel loses it's wings— Noah (@XTucker23) December 12, 2017
Chipotle, stop trying to make “queso” happen. Stop offering me free queso and send along that BOGO.— Sara!Jane (@ksarasera) December 13, 2017
Chipotle really thinks I'm going to wear a Christmas sweater for free queso. No. I only dress up for discounted burritos.— Merry Christmas (@syemaxx) December 11, 2017
Some people were woke to the real tragedy at hand.
The real travesty about Chipotle queso is that all of their promotions are now for free queso instead of BOGO's.— Nolan Mc (@nolan_mcnick) December 6, 2017
A couple Chipotle competitors joined the fracas as well, dropping subtle and not-so-subtle jabs at the cheese sauce.
Though, to be fair, not everyone feels so adamantly opposed to Chipotle queso.
Today my dream came true: I got free queso and I didn't even have to flirt for it.— Little Softie (@KayleySSS) December 13, 2017
*takes a half hour car ride wearing an ugly Christmas sweater to get free queso and a bowl from Chipotle*— Joey Podsiadly (@joeypods) December 13, 2017