The Chipotle Mexican Grill IPO has more than doubled the initial price, reports USA Today. The stock went from $22 to over $44 on its first day on the exchange.

And that makes it the first stock since the dot.com craze to do that well out of the starting gate. The paper says that the big run up may be a sign that investors have finally shaken off their fear of stocks and IPOs in particular. One analysts says, though, that the company’s reputation and being a spin off from the Golden Arches also helped.

Breaking Views’ Antony Currie says that the real secret to the run-up is the retail investor. “It smacks of exuberant retail investors ravenous for a bite of a tasty brand name,” he says.

He’s probably right about that, but then a lot of consumer appeal can’t be bad for the business, can it? The real question is whether Chipotle will start losing its appeal or whether it will have the same kind of staying power that it’s corporate parent has shown.