Chipotle restaurant launches new campaign to re-build business

Posted at 6:36 PM, Feb 11, 2019
and last updated 2019-02-11 20:36:14-05
Chipotle restaurant (NBC)

US – Chipotle Mexican Grill has had its ups and down.

Business took a nosedive in 2015 when a series of E. Coli outbreaks temporarily shut down 43 stores.

Sales plummeted and so did the stock price.

In response, Chipotle made some big changes including a new food safety advisory council, increased training, and strengthening its food-handling procedures.

In the past year, the chain restaurant has seen a significant turnaround in sales.

Chipotle’s new TV and digital video campaign “Behind the Foil” profiles employees, shining a light on the company’s food and preparation.

Chris Brandt, Chipotle’s Chief Marketing Officer took the job nearly a year ago. He says the company is also offering employees paid time off for sick days, no questions asked.

The changes don’t stop with food safety.  About a year ago the chain brought in a new CEO from Taco Bell and in 12 months the stock more than doubled.

Chipotle is pushing customers to take advantage of their online ordering and to try new items like “lifestyle bowls,” catered towards keto, paleo, and whole 30 diets.

With the new ad campaign in full swing, the company says it’s going back to what originally brought the restaurant success- fresh ingredients.

Brandt said the company is trying to be as “transparent and honest” as they can.