I agree McDonalds is not quite as untouchable as they once were. Chipotle has really been increasing its profile as of late. They are advertising aggressively and pushing the health conscious angle to their advantage. In terms of how should McDonalds should respond will be interesting. They have tried diversifying their menu before with mixed results. People say the want healthier options and yet McDonalds claims the healthy options do not sell well. And to really change up their menu will require the chain to sacrifice some of their famous speed. To radically rethink McDonalds will be tough as they have so many locations. Chipotle is at an advantage because they are building their brand and business. What McDonalds could focus on is localizing its restaurants. Making them feel more community orientated could be some good pr for them.