Lessons to Learn from a Bad Burrito

Once upon a time, in a far away land, there was a quick service burrito joint that was a household brand.
But with one bad move, this brand had something to prove.
Trust has been lost, free burritos are served.
What is next for our beloved Chipotle? Well haven’t you heard?

Chipotle is one of the most beloved quick service restaurants in the United States. Known for their organic and non-GMO ingredients, Chipotle was supposed to be a brand you could trust to know what you’re being served. Until all hell broke loose. When the E. Coli crisis broke out in some of the restaurants, it was time for Chipotle to put down the avocados and pick up their white hat (Olivia Pope, anyone?). Since the beginning of the crisis in October to closing their restaurant for a day on Feb. 8, the Public Relations world has learned a lot. Here are three key things to take away:

1. Apologize - If your customers are affected, you absolutely need to make a public apology and take full responsibility for what happened. It is important to do this right away so your audiences understand you know what is happening.

2. Be transparent - Talk about what is happening, good or bad. If you do not stay transparent in a time of crisis, your customers will think that you have something to hide. Chipotle shared the story of what happened and what has been done to correct the problem.

3. Rebuild trust - The nation-wide closing on Feb. 8 was to show customers that Chipotle is serious about making sure this never happens again. Customers have a short attention span, if there are no reoccurring future issues the customers will forgive and ultimately forget.

And one more just for fun…

4. Be patient - You will not fix the problem overnight or over a series of nights. If you are transparent and honest with your customers, there is a good chance things will go back to normal.

It is hard to say what the fate of Chipotle will be. But according to a recent study, many people would rather die of E. Coli than not eat at Chipotle. It may be safe to say that Chipotle will come out of this on the other side with a burrito in each hand. 

Eleanor O’Hara is a senior at GVSU majoring in advertising and public relations and minoring in business. After graduation, she hopes to enter a Chicago PR agency and become an Account Executive. In her spare time, Eleanor loves to bake yummy treats, hangout with her friends and family, and watch reruns of One Tree Hill and Grey’s Anatomy.