The importance of brand trust
Until recently, consumers considered Chipotle one of the most trusted limited-service restaurant brands. After its food safety incidents, Chipotle now scores in the bottom six for brand trust.
The August 2009 NRA expectations Index reported that “45 percent of restaurant operators plan to make a capital expenditure for equipment, expansion or remodeling in the next six months.” Whether that prediction comes true remains to be seen. But this year’s crop of new products puts the emphasis on helping operators maximize every dollar.