It’s been a tough year for Chipotle. As A.V. Club so eloquently put it, “Chipotle has spent 2016 recovering from last year’s e. coli scandal by combining one debacle after another into a hastily assembled burrito of disease, drugs, and money woes.”

Look, I love me some burritos and personally I’ve always had good experiences at Chipotle, so believe me when I say I’m really hoping Chipotle can turn this around. Unfornately, recent comments by Chipotle executives don’t move me toward a vote of confidence.

When speaking to AdFreak about Chipotle’s latest social media parlor trick Snapchat marketing program, Jackson Jeyanayagam, Chipotle’s director of digital marketing, said, “It’s important to us to stay true to who we are as a brand, which means being disruptive and innovating.”

What a load of crap.

If you make burritos for a living, being true to your brand means making great burritos that keep people coming back for more instead of running for the toilet. It means a superior customer experience. It means focusing on things that your customers actually care about. It does not mean “being disruptive and innovative.”

Name one brand that doesn’t want to be disruptive and innovative. (And enough with the marketing speak; talk like a human being for a change.)

Maybe Chipotle should spend more time and money improving their in-store experience instead of their Snapchat channel. Snapchat can’t fix what’s wrong with Chipotle’s brand right now and neither can more snaps, views, likes, shares or “being disruptive and innovative.”

This post first appeared on House of Mouse.