Chipotle’s Food Safety Problem
If your brand has anything to do with food, the last place you want it to appear in is the Food Poison Journal. But that’s exactly where the Chipotle Mexican Grill recently found itself, prominently placed in a headline confirming its most recentE. coli outbreak.
Thirty-nine people in Washington and Oregon came down with E. coli O26 after eating at a Chipotle restaurant in late October. Twelve were hospitalized. The source of the outbreak has yet to be verified, but experts suspect tomatoes. Chipotle shuttered 43 stores and tossed all remaining ingredients into the trash, patting itself on the back for its “abundance of caution.”
The problem with this response, though, is that Chipotle—whose defining creed is “food with integrity”—has assured consumers that an “abundance of caution” was integral to its mission from the start. Chipotle’s much-touted cautionary approach has underscored such definitive moves as banning genetically modified organisms and supporting locally sourced produce. Thus the “fast casual” alternative has been able to transform a burrito—as one of its advertisements proclaims—into a “food-culture changing cylinder of deliciousness.”
Read more here.