Chipotle is still trying to bounce back after those norovirus and E. coli outbreaks that hurt the company\u2019s 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\u2019s sales back to where they were. And now the company is trying another tactic. Chipotle just released a video that features the company\u2019s CEO Steve Ellis talking about the importance of food safety and the additional steps Chipotle has taken to make sure similar incidents don\u2019t happen again. There\u2019s no guarantee that this video campaign will work. It\u2019s 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\u2019ll forget about those issues. But it\u2019s 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\u2019s an uphill battle. That\u2019s 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\u00a0be proactive not reactive, it wouldn\u2019t have to work so hard just to get back to where it started.