The thriving of the fast food industry is based on the culture of eating out as it is seen as a material culture in everyday life and must be displayed with pride. The incident of Chipotle is very scary as it directs the strong culture that has been practiced since decades and hurts the sentiments of people, especially of those who consider it as a direct insult of the very practice of eating out. The eating out considered to be a material possession suddenly changes to a more scaring act as people safeguard themselves from such incident happening in their lives, leading to fewer occasions of eating out and developing an intentional reserve towards eating out. There is a striking but a rewarding relationship between fast food providers and the people who considers eating out as a material possession. The companies take advantage of such culture and make profits for themselves by serving the incessant desire of these people. The development of culture of eating out complements the development of the fast food companies who consider eating out as a luxury and a material culture in everyday life (Haas, 2009). They both work in collaboration and understand and fulfil the rising requirements.
Thus, the development of the culture of eating out does not have a single element of a desire, but the way it is developed and embedded within the broader culture of material possessions and how it is being perceived by the various communities also have a significant reason for its development. The Chipotle incident did not disturb the culture but challenged it to become something more than what it is, because just as eating out has become a culture it will also evolve and might fade away in time. The various changes that has taken place within the cultural context of the eating out phenomenon has changed drastically, since earlier when there was not fast food concept, there was something else, and now when fast food culture is dominant, tomorrow there will develop a new culture within the same sphere of eating out. This proves that the culture however strong it is and how embedded it is in the minds of people, it is always changing an evolves itself or through a forced incident like the Chipotle incident which has forced everyone to start thinking about the way they eat out, the place they eat out, and the worth of money they pay when they eat out. These are questions which are made to the people and to the victims and they will for sure change their thinking about this cultural theme and force a change in themselves for safeguarding themselves.