Fresh Ingredients Haunt Chipotle, the Mexican Grill Chain

Fresh Ingredients Haunt Chipotle, the Mexican Grill Chain

  • Case
  • Teaching Notes
Abstract

This case study deals with a recent food safety crisis faced by Chipotle, a very popular Mexican restaurant chain. It was impacted by a series of foodborne illnesses which brought down its market share, consumer confidence, and placed its popularity in serious jeopardy. The company planned extraordinary efforts to curb crises, promised unprecedented safety checks, and undertook specialized promotional activities. The case describes the crisis as well as steps taken to curb it. Some crisis control measures were criticized by experts and customers using social media.

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