Chipotle reveals its comeback plan

chipotle workers line

Chipotle Mexican Grill plans to mount a multifaceted marketing campaign next month to win back consumers who abandoned the chain because of its food-safety problems, executives revealed at a financial conference today.

In addition to direct mail pieces, newspaper ads and television commercials intended to reassure the public the brand is safe again, the effort calls for doubling the amount of food that stores can give away to spur trial, the officials noted.

Co-CEO Steve Ells said the communication will include a detailed account of what happened at the epicenters of the E.coli and norovirus outbreaks. He commented at the ICR Conference in Orlando, Fla., that the assurances and recounts will be delivered with an undertone of humility.

The plan is predicated on getting word from the U.S. Centers for Disease Control and Prevention that the chain’s food-safety problems are truly behind it. The chain is “extremely confident” that validation will come next week, executives revealed, noting that they met with CDC authorities last week.

Ells acknowledged during his presentation at the conference that lingering concerns will likely impact sales through 2016, while increased safety measures will have an effect on margins.

Today's top stories

1
After revealing dramatic indications that a sales rebound is underway , Chipotle acknowledged more misfortune yesterday, warning customers that some personal information may have been swiped by...
2
Chipotle proved today its recovery drive is finding traction , posting a same-store sales gain of 17.8% for the first quarter of 2017 and an expansion of store-level operating margins to 17.7%,...
3
With more consumers expressing an interest in “free-from” foods and wanting to know the origin of their next meal, operators across segments are taking a more transparent approach to menu creation...
4
Consumers continue to show interest in clean, natural ingredients on restaurant menus. It’s easy to see why: Mandatory nutrition labeling for chain restaurant menus has pushed the idea of...
5
Burgers are a major part of foodservice business, with more than 50 billion served each year. That's why burgers, although highly popular, are an area that is ripe for innovation. Chefs who are...
6
The parent of Pollo Tropical is closing all of the chicken chain’s units in the Dallas and Austin, Texas, markets today as part of a new turnaround strategy for the brand and its Latin sister, Taco...
7
Restaurant Business and the James Beard Foundation invite past and new Blended Burger Project™ participants to join a movement that strives to make burgers better by blending ground meat with chopped...
8
Restaurant customers who switched from sugared sodas to diet versions for health reasons may soon question the move because of a major new report on the dangers of artificially sweetened beverages...
9
Unless you’ve been living underground the past few years, you’re no stranger to hearing (and even dreaming) about the latest innovations that could someday trick out your restaurant. Well,...
10
In the hotly competitive fast casual burger playing field, innovation is one of the ways operators can set themselves apart. Here are three ways to ramp up the craveability factor and boost burger...