STR 581
Chipotle Mexican Grill’s Strategy Response
STR 581
Chipotle Mexican Grill’s Strategy Response
Loss of Confidence in the brand
Chipotle Mexican Grill is a restaurant in the United States that specializes in tacos and
burritos. Chipotle has experienced several foodborne diseases. The continuous food poisoning
and sickness outbreaks and the negative publicity surrounding the outbreaks all contributed to the
destruction of the Chipotle brand.
Regaining the consumer's trust
Consumer trust in Chipotle is unlikely to improve as a result of the actions taken.
Looking at the situation from the initial infection as a result of food poisoning, it's evident that
even Chipotle hasn't figured out what's causing all of these foodborne illnesses, so they can't
guarantee that their restaurants are clean of them (Thompson, 2019). This is why, after the first
case was revealed in Southern California, the workers who were affected were ordered to stay off
work until they were cleared, but another instance was reported to a different branch. This is
clear evidence of Chipotle's unsuccessful practices, which have resulted in people losing faith in
its products and services.
Chipotle’s Competitors
Chipotles' internal atmosphere has been tainted by all of these allegations of disease
linked to food, putting it at the mercy of competitors who would take advantage of the lack of
consumer confidence and unfavorable exposure the company has received. This would make it
highly vulnerable to competing businesses (Thompson, 2019). The likelihood of this is because
Chipotle Mexican Grill’s Strategy Response
STR 581
Chipotle Mexican Grill’s Strategy Response
Loss of Confidence in the brand
Chipotle Mexican Grill is a restaurant in the United States that specializes in tacos and
burritos. Chipotle has experienced several foodborne diseases. The continuous food poisoning
and sickness outbreaks and the negative publicity surrounding the outbreaks all contributed to the
destruction of the Chipotle brand.
Regaining the consumer's trust
Consumer trust in Chipotle is unlikely to improve as a result of the actions taken.
Looking at the situation from the initial infection as a result of food poisoning, it's evident that
even Chipotle hasn't figured out what's causing all of these foodborne illnesses, so they can't
guarantee that their restaurants are clean of them (Thompson, 2019). This is why, after the first
case was revealed in Southern California, the workers who were affected were ordered to stay off
work until they were cleared, but another instance was reported to a different branch. This is
clear evidence of Chipotle's unsuccessful practices, which have resulted in people losing faith in
its products and services.
Chipotle’s Competitors
Chipotles' internal atmosphere has been tainted by all of these allegations of disease
linked to food, putting it at the mercy of competitors who would take advantage of the lack of
consumer confidence and unfavorable exposure the company has received. This would make it
highly vulnerable to competing businesses (Thompson, 2019). The likelihood of this is because
