It's the late '90s and Chipotle founder Steve Ells is using McDonald's millions to make his burrito chain a national giant. But as he scales up, he finds himself looking for a way to escape the fast-food machine he's hitched a ride on.

But while Chipotle gathers speed, Taco Bell's hoping to keep its diners hooked with help from its own twist on Mountain Dew and less messy food options.

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