Chipotle is, well, Chipotle and the pictured "Hibachi Grill Buffet" is, well, the "Hibachi Grill Buffet"?
It actually has much to do with a core principle of effective communication: less is more. Memorable messages are usually brief messages. When a form of communication - be it a speech, television spot, display ad - wants for clear purpose, it accomplishes nothing.
The Hibachi restaurant focuses its efforts on being serviceable at several styles of cuisine. (The photo shows its offerings are "Chinese, Japanese, American, Italian.") As a result, they likely do none of them particularly well. I can't imagine many people describing the best lasagna they've ever had as coming from a place with the word hibachi in the title.
Meanwhile Chipotle's success is derived at least in part from the simplicity of its menu. With relatively few options, there isn't much room for confusion to set in.
If you try to do everything, you'll end up doing nothing. Food for thought.