In March 2017, an article in the Wall Street Journal discussed an announcement by Chipotle Mexican Grill that it had succeeded in changing its recipes with the goal of stripping “its burritos down to ingredients customers could find in their own pantries.” The article noted, “Chipotle has always sought to stand out with fresher offerings than its competitors, but many fast food chains in recent years have tried to make their menus simpler and healthier.” We’ve seen that Panera Bread spent two years changing its recipes as part of its “pure food” strategy. Are the strategies used by Panera, Chipotle, and other chains likely to give them the ability to earn an economic profit in the long run? If not, why do they bother pursuing these strategies?