Raise positive brand sentiment by 25% among the target audience by end of 2017. Anyone can read what you share. The level of engagement is determined by aspects like organic clicks, active sign ups or even potential leads to your classmates who can pay for the specific paper. Read MoreE. Chipotle got some people sick, which garnered it some terrible publicity, and scared consumers to a certain extent. Bupkis. Case study Chipotle: Defending your sustainability reputation They continued the message of food safety throughout the campaign. Four years after reports of E.coli and Norovirus sent customers fleeing, Chipotle has made a significant comeback. Chipotle will survive this. "The real problem is they're playing defense. Is it best to apologize, repent and move on, or stand firm and aggressively defend? Chipotle now has over 2000 stores in operation globally. Initially, Chipotle communicated the message of apology and caring. A Division of NBCUniversal. When the company has done wrong, tion is implicated, many experts on crisis management repentance is in order. But it can and should go further by offering smaller portion options or predetermined/prepackaged lower calorie options and then it should boldly feature these options in its ad campaign in the same way it talks about sustainable farming and the lack of antibiotics and hormones. And other than the initial response we mentioned above, Chipotle has been silent. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. But after relocating Chipotles headquarters to Southern California (where Taco Bell is also based) from Denver, Mr. Niccol has presided over a resurgence in sales driven by a revamped advertising strategy and the growth of the chains delivery business. Another important factor: Many consumers seem to have moved beyond the chains safety scandals of 2015 and 2016. In addition, some produce items will now be blanched (dipped quickly into boiling water), and there are new rules for marinating chicken and steak. Chipotle has also hired crisis public relations firm Joele Frank, they added. What is the downside risk of mounting a rigorous defense? Paid sick leave designed to ensure that ill employees stay home when they are sick. Chipotle does post calories on its website and actually lets you see, as youre building your burrito, for instance, how many calories youre adding per item selected. There is enormous pressure on public health agencies when it comes to striking a balance between getting it right and getting information out to the public soon enough to make a difference, Marler said. Chipotle could have done more to control the story in the very beginning by addressing all the concerns and announcing the introduction of promotions and rewards. To weather the crisis, Chipotle needs to make it crystal clear how it is fixing the problems to ensure another incident does not crop up. What are the relevant issues in this debate over the best response to a The most recent adclaimsChipotles tofu contains more hormones than meat from animals given hormones.