Chipotle: Ingredients for Reputation Success

January 6, 2016

Chipotle, once a darling of Wall Street, continues to face serious reputation issues tied to the outbreak of strains of salmonella and E. coli. In an interesting twist, it is Chipotle’s differentiating commitment to sourcing and carefully preparing the very best natural ingredients to offer “Food with Integrity” that may have led to the outbreak. Apparently, sourcing and preparing food using high-quality, raw ingredients without additives can be a risky proposition.

Chipotle’s stock has been pummeled, leading the decline during a tough first week of trading in 2016. This is despite the efforts of Steve Ellis, Chipotle’s Chairman and co-CEO, to institute stepped-up safety protocols. Nevertheless, over the past 20 years, Chipotle has earned a reputation of being a step above the Fast Food category, creating a unique Fast Casual dining experience. While Chipotle is responsibly taking a closer look at its ingredients and preparation, there are a few reputational ingredients the company must adhere to in order to rebound:

It is uncertain whether Chipotle will fully bounce back, but they certainly should not be counted out. Many other companies have faced far more serious issues and have demonstrated their resilience by following these simple reputational ingredients.

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