Read “Case 12: Chipotle Mexican Grill’s Strategy in 2018: Will the New CEO Be Able to Rebuild Customer Trust and Revive Sales Growth?” in your Connect textbook. Write a 350- to 700-word response that...

2
Chipotle Mexican Grill’s Strategy in 2018        2
Chipotle Mexican Grill’s Strategy in 2018
Q1. The company had gone through several controversies over the years and it had continued till 2018. The consecutive complaints regarding the degradation of food qualities and the health issues faced by the people had followed. That is why, the company started working on building their confidence on the people and started different campaigns that can help them in developing better reputation. Although the company has preached for ethically sourced ingredients, the constant complaints could not hold the reputation (Gilliard, Hoffman & Baalbaki, 2017). The outbreak of norovirus which is caused by bug attack on food, had made many people ill in different parts of America. Therefore, many people started to have food poisoning for which they complained t the health department of America.
Q2. For the correction of their previous mistake the company started a new strategy that has been helpful in changing the perception of the company. The company started a campaign named ‘food with integrity’ that had focused on the sustainable way of producing food that are healthy for the people. The campaign had projected how the company had been sourcing ingredients from the antibiotic free and ethically sourced items and it has been successful so far. The strategy of preaching sustainability has been quite helpful for attracting the customers and it...