Chipotle Mexican Grill is making some changes to the way it runs its business, including giving customers what they want — which is more forks and clean, uncontaminated food. You know, food that won’t make you vomit. Seems like these things should be a given, right?
The fact is, the chain has faced some major reputation glitches over the past few years.
In fact, a whopping 500 people fell ill due to Chipotle’s food contamination in 2015, which dealt a major blow. Only over the past year or so has the brand started to bounce back. This is partly due to Brian Niccol, the joint’s newly-appointed chief executive officer (who last worked with Taco Bell and a slew of other brands).
When asked about the food safety issue, Niccol talked to the BBC and explained the chain’s devotion to clean food:
“Food safety for us is something that is ongoing,” adding that the chain is focusing on “relentless” protocol, practices, and standards when it comes to keeping things clean and safe.
“I think we are one of the leaders in [food safety], and we will continue to invest so that we’ll always be a leader in this space,” he said.
Oh, and Chipotle recently announced that employees can stay the heck home if they’re feeling under the weather. A good rule, if you ask us.
In addition to cleaning up Chipotle’s act — literally — Niccol also mentioned that he put new, talented people into leadership roles (to ensure its ongoing appeal as a brand).
The stock has also doubled.
Niccol said that he’s proud that Chipotle has integrity — and that his employees are serving up “real food with real cooking techniques.” He also cited the fact that the chain attracts and employs young people — something he’s proud of.
And you can tell this is the case by its Instagram strategy:
They’ve got some smart marketing techniques — like offering scratch and sniff stickers and buy-one-get-one deals for students. Yes, please!
The brand’s value, Niccol explained, is all about being able to customize fresh, delicious food.
He did mention that the number one complaint about Chipotle is the convenience around getting your hands on the food, which is why Niccol has implemented efforts around ordering ahead, mobile access, and delivery.
Apparently, lots of people love Chipotle’s delivery service. We can’t blame them.
Niccol also mentioned plans to expand the business into more communities and cities.
They’re even thinking about expanding to more countries outside the U.S.
Just think — you might be able to snag some Chipotle next time you’re abroad.
Hey, Austin: How do you like your Chipotle?
With their focus on fresh food, Chipotle makes a good alternative to other fast food chains.
(If they’re not dealing with contamination, that is.)
Plus, the prices aren’t bad.
The brand also does fun stuff like randomly give out free guacamole. We can already see the line.
They also make giant burritos for festivals and street fairs. This is actually amazing:
Kudso to Chipotle for holding a Haiku contest, in which the winner gets free Chipotle.
The Haiku?
“I have dreamed of this / One year of free burritos / Is pure happiness.”
We’re glad to see Chipotle focusing its efforts on clean, fresh food served by employees who are feeling well and not passing on a cold or flu!
Wait, is that not the norm?
