How Chipotle Plans To Recover from E. Coli Crisis
"I believe this will be the safest place to eat at." - Steve Ells, CEO of Chipotle
With 40+ locations closed and dozens people sick from E. Coli virus, Chipotle's customers have avoided the food chain for the sake of their health. Since the beginning of the outbreak in November 2015, Chipotle's reputation has suffered. Stock prices rapidly dropping, along with sales decreasing 37% by the end of 2015.
Wil they recover from this crisis? If so, how will they possibly restore their image?
The company's number one focus at the moment is consumer safety. The company is continually releasing statements and more information on the issue to the media - letting their customers know that the FDA is working tirelessly to track the source of the virus, willingly closing 40+ restaurant locations down in Washington and Oregon, and focusing more on their food safety measures.
Steve Ells, CEO of Chipotle, had an apology letter written in 60+ newspapers, as well as an interview on the Today Show explaining their current situation and moving forward with their brand. Ells discusses how Chipotle stores will be completely sanitzed, employees will be tested for the norovirus, and will undergo training on new food safety precautions.
Though Chipotle's reputation may be going through a bit of trouble right now, the crisis may be short-lived. According to Forbes magazine, P.R. experts say that Chipotle will pull through. Mario Almonte, of Hermon & Almonte PR, explains that every brand will go through an issue of this sort, "meaning that they are so beloved by their customers that sometimes even even major controversies don't affect it's popularity."
Chipotle has always voluntarily sacrificed their chance of financial gain for keeping their ingredients clean, their food health-conscious, their customers happy, and supporting their trademark: food with integrity.
Thanks for reading!
Xo,
Erika
Sources:
http://www.takepart.com/article/2015/12/18/chipotle-apology-lawsuit
http://www.bloomberg.com/news/articles/2016-01-06/chipotle-says-sales-dropped-even-more-than-expected-last-quarter
http://www.today.com/news/chipotle-ceo-speaks-out-after-health-scares-will-be-safest-t60746
http://www.fda.gov/Food/RecallsOutbreaksEmergencies/Outbreaks/ucm470410.htm
http://www.forbes.com/sites/geoffwilliams/2015/11/04/can-chipotle-survive-its-e-coli-crisis-pr-experts-seem-to-think-so-and-offer-advice/#1c0686421644
http://chipotle.com/food-with-integrity
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