On Managing a Crisis: Chipotle

by Vianka McConville

Is my Chipotle burrito safe to eat?

After many months, I’ve decided that, for me, the answer is yes.

Since August 2015, Chipotle has battled food safety concerns from outbreaks of norovirus, Salmonella and E. coli in numerous states.  I will admit I was one of those people who stayed away from the chain for the past six months due to a fear of getting sick.  However, I’ve changed my tune and can’t wait to devour a burrito in the near future.

Here’s why I’ve decided to give Chipotle another try:

Communication about the incidents has been transparent and readily available, information is thorough, and apologies feel heartfelt and honest.

The level of effort that Chipotle has put into communicating to me that the chain has taken every possible step to ensure my safety earned back my trust.

That’s good public relations.

The battle is far from over for the Mexican chain.  The good fight continues today with a company-wide meeting on food safety that shuts all restaurant doors until 3 p.m., but invites everyone in on the conversation by live-tweeting the event.  As a competing Mexican grill, Moe’s ran a full-page ad in USA Today touting its restaurants would be open all day.

There’s a long road ahead, but Chipotle has a great compass in hand.

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