I love Mexican food. Outside my office at work there is both a Baja Fresh and a Chipotle, literally across the street from each other. Between the two, I eat at Chipotle about 98% of the time. However, there is also a local (not national) chain "District Taco" which is vastly superior. District Taco doesn't have a store near my office, but they have a food truck they bring around every Friday, sometimes other days of the week as well.
It's an interesting dynamic. I prefer Chipotle over Baja Fresh generally, and I prefer District Taco over Chipotle. However, if all three were available every day, I'd probably never eat at Chipotle, though I would occasionally go to Baja Fresh. District Taco just does the stuff Chipotle does better, while Baja Fresh does have that "baja" salsa I like so much which isn't available elsewhere. I'd probably eat there at least once a year, and eat at District Taco every other day. Sorry Chipotle.
Since the District Taco food truck is only around a couple days a week, Chipotle does see a lot of my business.