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Chipotle

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What strategy do you suggest Chipotle follow in light of the recent virus? Be specific. As the case said, a major strength for Chipotle was its focus on brand experience and its drive to create a loyal customer base that didn’t just eat at Chipotle but loved the brand and spread Chipotle’s mission. However due to the recent safety scandal, Chipotle lose the trust of some loyal customers and scared new customers. So Chipotle should make a strategy to let the public know the food of Chipotle is safe and Chipotle is still the brand you can trust. Also, CMG should build a stricter testing and supervision management for the procedures from choosing raw ingredients to the final food. Supervision the sources of food and the whole process from the sources to the store strictly and carefully to make sure the food cannot be contaminated during the time. Once find the source is contaminated, CMG should stop buying food from it. As Gillian Mohney pointed in abcNEWS, “if a restaurant customer is sick and touches a table, another person can be infected if he or she touches the contaminated table and then eats food, like a burrito, by hand.” So CMG should educate and train its staff not touch the ready-to-eat food directly and how to wash their hands properly to reduce the probability of infecting the food. Also the staff should be trained how to clean the tables, chairs and everything that be touched by customers and will be reused by the other customers. If the staff is sick, he or she should stay at home before he or she is recovery.…...

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