Chipotle Mexican Grill is just about the prototypical example of how to market to my generation. Chipotle offers very large, very delicious burritos for about $6.00 I had one today. I'm still full. They offer a great product.
Chipotle does it right. They have a great product, and they market it better than any other fast food joint I've ever seen. Have you ever seen a Chipotle commercial? I can't remember any. They don't need them. They create excellent buzz around their stores, and lines circle the block.
This is a quote from the Founder:
When I created Chipotle in 1993, I had a very simple idea: Offer a simple menu of great food prepared fresh each day, using many of the same cooking techniques as gourmet restaurants. Then serve the food quickly, in a cool atmosphere. It was food that I wanted, and thought others would like too. We've never strayed from that original idea. The critics raved and customers began lining up at my tiny burrito joint. Since then, we've opened a few more.
Sounds like a good idea to me.