Chipotle, the delicious burrito chain that has made getting Mexican more like high end fast food, has had some trouble recently. They have had a mass number of e. coli outbreaks in their stores all across the country, and no one really knows why. Some conspiracy theorists think it is sabotage against delicious burritos, and others are just puzzled. Regardless, Chipotle is going to have to do something to improve its image once people stop getting ill from eating amazing burritos.
This problem has cost Chipotle a lot. Analysts from Merrill Lynch say that Chipotle will probably experience a 25% decline in sales in December. Marketing experts say that this e. coli outbreak is different than others because it’s the first time that it has happened in the social media age where information and opinions spread rapidly.
How can they possibly recover? Some market experts believe that by promoting what they are doing to prevent such a problem, Chipotle can come out on top. “acknowledge, apologize, remind customers that they are being diligent.” said Darren Tristano, president of Technomic. He also said they could just ignore it and wait for everyone to forget about it.
Others say that Chipotle needs to go into detail about what happened, what has changed and how that will never happen again. One expert suggested using outside experts to make the public feel even more safe that their intestines won’t get shredded next time they eat at Chipotle.
How do you deal with fiascos? Will you eat at Chipotle anytime soon?
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