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.

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.

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.