True story that just happened two days ago.
My friend and I were out shopping, and thinking about a late lunch/early dinner. We passed by a Chipotle, and I said out loud "Mmmmm Chipotle." She says, "Oh, is that how you say it? I've always called it Chipolte." Maybe the very first time she saw the word happened to be when she drove past that restaurant sign, and it stuck.