I'm in my 20s and I'm not obsessed with it...
I like it but if I never ate it again, I'd live.
I think it's the whole made-to-order style that appeals to the younger generation. Think of it as our own version of a Mexican Subway. Subway used to be huge and you were always bombarded with their commercials with Jared, etc. Chipotle is quirky and appeals to the hipsters for various reasons from their urban decor, environmentally friendly packaging, their "super fresh" ingredients (they go on and on about their organic/naturally raised pork/steak/chicken, farm-to-table vegetables, zero trans fat, etc.) It appeals to them even if they don't realize how trendy it is. "Natural" and "Organic" is what everyone is obsessed about right now.
The younger generation might have their iPhones glued to their eyeballs but they are starting to notice these things and are getting further away from places like McDonalds. These kids will probably just shrug and say "I like it" but it's been a whole movement to get away from the greasy fast food and right now, Chipotle seems to be their most immediate way of jumping on that wagon.
Granted that giant burrito they stuff for you ain't helping much, but I appreciate their mission and I definitely appreciate their kids tacos or burrito bowl (little to no rice) when I'm out and about and need something fast, filling, and not Burger King.
[
Tonight was Nick's New York Strips (on sale or don't buy), wild rice, and grilled asparagus. Dessert was homemade butter pecan ice cream with caramel sauce.
If I have to explain, it would probably lose something in the translation.