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This is smart PR. Chipotle allowed a reporter to go behind the scenes and see how its restaurants operate day to day. One of the highlights was cleanliness. Chipotle has had several setbacks related to food contamination. Its food handling procedure is now, perhaps, overdone to ensure its lettuce and other ingredients are free of microbes that can cause gastrointestinal illness. The reporter's take on the process is upbeat and laudatory, and she follows it from start to finish at the serving line. She highlights the company's precision in making dishes from just 51 ingredients in the building. What Chipotle did by allowing a reporter in is not unusual, but more companies ought to be engaging the media this way. It is great publicity as well as smart PR.