Chipotle is still trying to bounce back after those norovirus and E. coli outbreaks that hurt the company’s sales over the past year. So far, the company has given away free burritos, started a rewards program and even offered free drinks to students after classes.
But none of those efforts have been able to get the food chain’s sales back to where they were. And now the company is trying another tactic. Chipotle just released a video that features the company’s CEO Steve Ellis talking about the importance of food safety and the additional steps Chipotle has taken to make sure similar incidents don’t happen again.
There’s no guarantee that this video campaign will work. It’s possible that it could have an impact, given that the video actually addresses consumer concerns instead of just offering them something in the hopes they’ll forget about those issues. But it’s likely that Chipotle will still have a long way to go to recover.
The Key is to Be Proactive Not Reactive
It is possible for businesses to rehabilitate themselves after a major setback, but it’s an uphill battle. That’s why paying attention to major issues like the safety and quality of your products is so important. If Chipotle had been able to avoid this situation in the first place, if the company thought to be proactive not reactive, it wouldn’t have to work so hard just to get back to where it started.