Chipotle Mexican Grill, Inc competes in the fast casual segment of the restaurant industry. Its founder and current co-CEO has always emphasized not only good tasting food but also a commitment to sustainability through the mission statement: 'Food with Integrity.' The company has positioned itself as a differentiator, using both food quality and a commitment to sustainability as factors that isolate it from its competitors. However, in 2012, the company faces a number of challenges from increased competition and rising food costs. As a result, a hedge fund investor has recently called for shorting the company's stock. The co-CEOs must decide on the best course to confront these challenges as the company's stock price is in a free fall.