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Chipotle Twitter Account Having Some Sort Of Existential Breakdown

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Chipotle's Twitter account is having a bit of a hard time this Sunday:


This is an important question:

What is cilantro? How do you pronounce it?

It's also possible the account has simply been hacked:

Matthew Keys
Chipotle is tweeting from something called "Social Engage," so the account has presumably been compromised -

Whatever, the people love it.

Hunter Schwarz
Chipotle's tweets racked up more than 3,700 RTs in an hour.

Feel better, @chipotletweets.

UPDATE: It was a good ride, but it's over now.

Sorry all. We had a little problem with our account. But everything is back on track now! - Joe

UPDATE: July 24, 6:10 p.m. -- On Wednesday, Mashable reported that Chipotle admitted to faking the apparent hacking.

"We thought that people would pay attention, that it would cut through people's attention and make them talk, and it did that," Chris Arnold, a Chipotle representative, said in an interview with Mashable.

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