Chipotle Mexican Grill is taking another swing at Panera Bread.
A week after the Mexican chain disclosed that it had revamped its tortillas to be additive-free, it released an online game called “Spot the Imposter.”
The game asks customers to pick between Chipotle’s preservative-free ingredients and “industrial additives.” They are rewarded with mobile coupons good for free orders of chips and guacamole and a chance to win other food prizes from the chain.
The company has launched several online games in the past, but this one appears to be a dig at competitor Panera, which it has criticized for using natural additives in its menu items.
“At Chipotle, our real ingredients have nothing to hide,” Mark Crumpacker, chief marketing and development officer at Chipotle, said in a statement announcing the promotion. “Other restaurants are trying to make their ingredients sound better by switching artificial colors, flavors and preservatives for friendlier sounding additives that serve the same purpose.”
Chipotle may be taking this tack because it knows that it lost customers after a series of high-profile foodborne illnesses scared diners away. With that event behind it, Chipotle is working to win them back by restoring its image, especially among millennial moms who seek out healthier fare.
It’s too soon to say if Panera will strike back. But on Friday, when asked about Chipotle’s recent jabs, Panera CEO Ron Shaich told CNBC that he was friendly with Chipotle CEO Steve Ells and had worked with him in the past.
Chipotle shares were recently trading up 2.3 percent at $455.75, while Panera shares gained nearly 10 percent Monday to $286.86. Panera stock was gaining on speculation of a potential takeover of the company.