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Moe's, Willy's, Barberito's, Chipotle and Qdoba all offer similar items -- menus laden with burrito products and other Tex-Mex options.
But one of those is not like the other.
Chipotle differs from the other restaurants in that it does not sell cheese dip.
And many customers aren't happy about it.
So why not sell the liquid gold?
A video released by the fast food chain says that the company stands by producing "food with integrity" and that queso, which has to be made with "artificial stabilizers" to keep the cheese in liquid form, does not fall under the chain's quality standards.
"Ever head of all natural liquid goopey cheese?" a faux marketing representative asks in the video. "Do you think there's a cow that squirts queso out of its udders?"
Chemical stabilizers are needed to keep cheese at a semi-liquid state for queso and to prevent it from becoming too thin or too thick. Artificial colors are often added as well.
"Queso is something that we do get requests for from time to time, but it's very difficult to do it in a way that is consistent with our food philosophy," Chris Arnold, Chipotle's communications director, told MUNCHIES in June. "To make queso in a way that is stable on the service line pretty much requires artificial ingredients (such as stabilizers to keep its consistency). That's just not what we do."