Considering a number of high-profile companies have fallen victim to Twitter account hijacks, prompting the service to install additional protections, a bizarre string of tweets sent by Chipotle Mexican Grill's account on Sunday appeared to fit the pattern of a hack.

But it was all a publicity stunt, the restaurant now admits, according to reports.

According to ABC News, a Chipotle spokesman said the ruse was done to drum up publicity for the restaurant's 20th anniversary. It apparently worked, as the account picked up thousands of more followers than it normally does in a day.

However, some security experts found the stunt to be less than endearing.