When Chipotle opened its first store in $1993,$ the idea was simple: demonstrate that food served fast didn't have to be a "fast$-$food" experience. It used high$-$quality raw ingredients, classic cooking methods, and distinctive interior design$$features that are more frequently found in the world of fine dining. When it opened, there wasn't an industry category to describe what it was doing. Over $25$ years and $1,500$ restaurants later, it competes in a category of dining now called $$fast$-$casual,$$ the fastest growing segment of the restaurant industry, where customers expect food quality that$$s more in line with full$-$service restaurants, coupled with the speed and convenience of fast food.

Consumer behavior is the way in which individuals and organizations make decisions to spend their available resources, such as time or money. How consumers make choices is influenced by their level of involvement in the decision process. Involvement is the personal, financial, and social significance of the decision being made. The study of high and low involvement focuses on how consumers choose which alternative to purchase and is important for firms to understand as they develop strategies to sell their products.