Chipotle Mexican Grill Inc. has become very popular.

The chain is known for it’s high quality ingredients and customers appreciate that they can customize the toppings they put on their burritos, bowls or tacos.

Although Chipotle did see a 9.3% increase in sales, they are dealing with higher cost for ingredients such as avocados. This has lead to talks of a 3-5% cost increase in prices.

Will Chipotle hurt their brand by raising prices when they doesn’t have to?