The article dances around the reality, which is that the guy raised the price because he believes he can establish a premium brand for his dishes.
He might have decided to take the leap recently because increasing costs were troubling, but everybody is navigating the challenges of inflation and the $22 burrito got buzz because it's a gross exagerration of what others are doing.
And as the guy makes clear in paragraph 17 or whatever, he knows that.
He might have decided to take the leap recently because increasing costs were troubling, but everybody is navigating the challenges of inflation and the $22 burrito got buzz because it's a gross exagerration of what others are doing.
And as the guy makes clear in paragraph 17 or whatever, he knows that.