Also, Chipotle's market share, particularly in the Mexican cuisine category, is unlikely to increase soon as the company has already reached 60% saturation in the U.S. Also, it is currently facing increased competition from the likes of Yum! Brands, Inc. ( YUM - Free Report ) owned Taco Bell, Jack in the Box Inc.'s ( JACK - Free Report ) subsidiary Qdoba and Brinker International Inc.'s ( EAT - Free Report ) Chili's Grill & Bar (Chili's). This is lowering the brand's ability to recover and return to its peak levels of 2014, as smoothly and quickly as expected. Bottom Line We believe that the new brand-management efforts along with sales-building initiatives would help Chipotle counter the challenges posed by the E. coli and norovirus outbreak. In fact, the company's efforts have already started bearing fruit as reflected by positive estimate revisions.