The chain tweeted the phrase following the court ruling and added T-shirts showing a burrito wrapped in rainbow-colored foil.
Then, they handed out coupons at gay pride parades along with pin-on buttons asking customers preference, tacos or burritos.
The buttons are separated by the phrase, "which way do you sway?"
Others supported the move along with Chipotle’s tweets with the slogan.
"If there are some who find it insensitive, we certainly apologize for that," Chipotle's Chris Arnold told Business Insider. However, many accuse the chain of trying to take advantage of the Supreme Court ruling to sell more of their products.
Arnold defended the action, saying the company has long used the ad in gay pride celebrations. “It has always been very well received in the LGBT community," he said.