I'm not a picky eater, and eat at chains and locally-owned alike. I am just as satisfied after eating at McDonald's or Chili's as I am eating at a top-notch steak restaurant. Totally depends on my mood at the time, how much time I want to spend eating, if I want to wait for service or eat right away, etc. If I'm standing in front of an Applebee's and a funky local place, I'll probably choose the funky local place to try something new. I love good food, but I'm fine with regular stuff as well.
Case in point...I was in DC for about two weeks a few months ago. I was staying about a half mile north of the White House. There was a plethora of local places to eat, along with a Whole Foods, and a McDonald's. I tried several of the local places, the Whole Foods, McDonald's twice, the hotel restaurant twice. All based on my mood at the time.
I have to say that I'm happy that I'm satisfied with whatever. I have some friends who will only eat at local, organic, celebrity-chef-prepared restaurants. They are never happy with anything less. While the food may be much better, I'd rather have more choice and variety. It also means that while those guys complain every time about the catering at work, I'm happy and fed.
So yeah, a little of both.
Chipotle should offer an app or touchpad ordering system to simplify the process. There are too many decisions to make on the spot and the preparer doesn't always hear me correctly.
Out of all the burrito places I frequent, Chipotle has the fewest choices of any of them.