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.
Fresh Ingredients Haunt Chipotle, the Mexican Grill Chain
- Author: &
- Publisher:International CHRIE
- Publication year:2018
- Online pub date:
- Discipline: Health & Safety Management, Brand Management & Strategy, Hospitality, Travel & Tourism Management
- Contains:Teaching Notes
- Length:6,787 words
Region:Northern AmericaCountry:United States of AmericaIndustry:Food and beverage service activitiesOrganization:Chipotle Mexican GrillOrganization Size:Originally Published In:2018). Fresh ingredients haunt Chipotle, the Mexican grill chain. Journal of Hospitality & Tourism Cases, 6 (3), 55– 66., & (Type:Online ISBN:9781529716795Copyright: © 2018 International Council on Hotel, Restaurant, and Institutional Education (ICHRIE). All rights reserved.