Fresh Ingredients Haunt Chipotle, the Mexican Grill Chain

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.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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