Since late October of last year, Chipotle stores across the country have suffered after several cases of E. coli were linked to the restaurant chain. With two cases of the illness reported at the Turlock location, both lines and appetites for Chipotle have dwindled.
The outbreak resulted in Chipotle closing its doors nationwide for four hours on Feb. 8 to discuss food safety issues and initiatives. In return for the shutdown, the restaurant came up with a deal for its abandoned customers: a free burrito. From the hours of 11 a.m. to 3 p.m., customers could text the word “raincheck” to 888-222, and Chipotle would respond with a link to a coupon for a free burrito.
The safety meeting and free burrito offer are part of the restaurant’s effort to earn the public’s trust again, but it’s not something that will come easy.
Former Chipotle employee and California State University, Stanislaus (Stan State), alumni Destiny Cisneroz thinks that the promotions will only work for a limited time.
“I’m pretty sure business won’t be the same as it was before (…) I think most people are disgusted by the E. coli outbreak and deals won’t exactly get rid of their perception of Chipotle,” Cisneroz said.
Chipotle’s E. coli outbreak is reminiscent of the 1993 Jack in the Box E. coli outbreak, which resulted in 732 infected people and four deaths. After a public apology and a total food safety overhaul, Jack in the Box responded with an ad campaign which featured  an angry “Jack” screaming at employees about how he had already apologized for the E. coli outbreak hundreds of times.
The campaign, which went against the grain of normal advertising, was a hit with the public and even won a Gold Lion award for creativity – the only advertising campaign in history to do so, according to Beneath the Brand.
Stan State Communication Studies Professor Dr. Daniel Horvath suggests Chipotle look to Jack in the Box’s successful rebound for inspiration.
“The apology needs to be public, dramatic, instead of a simple free burrito,” Horvath said. “The problem is trust – we are sensitive to what we eat. The fact that they closed the store and and talked about it shows that they are addressing food safety.”
Though, that’s easier said than done, Horvath points out.
“It’s one thing for them to talk food safety, but it’s another for people to believe it.”
Contributing reporters: Ryan McLaughlin and Javi Cuiriz