There may really be no damage to Chipotle, but the nature of trademark law is that failing to defend your trademarks can result in you losing the ability to enf

There may really be no damage to Chipotle, but the nature of trademark law is that failing to defend your trademarks can result in you losing the ability to enforce them. By not going after this likely non-damaging case, Chipotle could run the risk of not being able to defend against an actually damaging use.