Chipotle Mexican Grill vs. e.l.f. Beauty: Which Consumer Stock Is a Better Buy?

The article compares Chipotle Mexican Grill and e.l.f. Beauty as consumer stock investment options. Chipotle demonstrates stronger profitability with $1.5 billion in net income, robust digital sales (38.8% of revenue), and expansion plans toward 7,000 North American locations. e.l.f. Beauty shows faster revenue growth (24.6%) but lower profitability ($26.3 million net income) and heavy reliance on Chinese supply chains. The author recommends Chipotle as the safer choice due to its superior profit generation and larger addressable market, despite e.l.f.'s higher growth potential.