Chipotle Says No to Fake Meat
It's been four years since Chipotle Mexican Grill (NYSE: CMG) was rocked by a string of food safety problems, including a multistate outbreak of E. coli. Sales plunged in the aftermath of those revelations, and Chipotle's "food with integrity" motto became an empty promise.
The company has painstakingly clawed its way back since then. It's installed a new CEO, expanded its digital ordering service, launched a loyalty program, and invested in better food safety training. New advertising campaigns doubled down on "food with integrity" and reminded consumers about the quality and simplicity of its ingredients. Although Chipotle's per-store sales and earnings are still depressed, the stock has now fully recovered.
The last thing Chipotle should do now is give its customers any reason to question its commitment to simple, high-quality ingredients. The company's brand is its most important asset, and protecting that brand is the key to making a full-scale comeback.
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