This was my take years ago. But after so much time with no other option, I've learned to tolerate Chipotle and actually even like it. You really have to know how to order and try different things until you find the combo that works for you. Also, the quality control at Chipotle is awful. Some days it's really good, some days it's awful.
If there was a Cafe Rio nearby I'd never go to Chipotle again, but it's a reasonable substitute in a sea of mediocre quick casual Mexican.