Passionate fans of the Tex-Mex, fast-casual restaurant chain Chipotle took to social media to express strong feelings about a rumor that the popular burrito-maker was filing for bankruptcy and closing its doors.

Rumors about Chipotle closing sparked panic—but the chain isn’t shutting down. Here’s why we react so strongly when our favorite food brands feel at risk.

Chipotle Mexican Grill has been serving burritos, tacos and other Mexican-inspired dishes for over three decades. The fast-casual chain has launched countless creative marketing campaigns, from partnering with brands like Strava to giving away $1 million in free burritos.