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Summary wk2 apply case.docx STR/581 Wk2 Apply Case Study Analysis: Case 12: Chipotle Mexican Grills Strategy in 2018: Will the New CEO Be Able to Rebuild Customer Trust and Revive Sales Growth? STR/581 In the beginning of 2015, Chipotle Mexican Grill were$7.49
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Summary wk2 apply case.docx STR/581 Wk2 Apply Case Study Analysis: Case 12: Chipotle Mexican Grills Strategy in 2018: Will the New CEO Be Able to Rebuild Customer Trust and Revive Sales Growth? STR/581 In the beginning of 2015, Chipotle Mexican Grill were
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wk2 apply STR/581 Wk2 Apply Case Study Analysis: Case 12: Chipotle Mexican Grills Strategy in 2018: Will the New CEO Be Able to Rebuild Customer Trust and Revive Sales Growth? STR/581 In the beginning of 2015, Chipotle Mexican Grill were expected to do great in the future. However, the la...
wk2 apply casedocx str581 wk2 apply case study analysis case 12 chipotle mexican grills strategy in 2018 will the new ceo be able to rebuild customer trust and revive sales growth str581
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STR/581
Wk2 Apply Case Study Analysis:
Case 12: Chipotle Mexican Grill’s Strategy in 2018:
Will the New CEO Be Able to Rebuild Customer Trust and Revive Sales Growth?”
STR/581
In the beginning of 2015, Chipotle Mexican Grill were expected to do great in the
future. However, the later half of the year a few events happened which drove down sales.
Therefore, Chipotle loss confidents because of these events. One event is the Salmonella
outbreak, August of 2015 64 people fell ill to salmonella poisoning in Minnesota. Also, in
August, 80 customers and 18 employees in Southern California had Norovirus. In October,
55 people had food poisoning from eating at 11 different Chipotle from Oregon and
Washington. Chipotle was suspected of E.coli however with later investigation the result was
negative. In addition to the E.coli, 13 people from 9 different states fell ill and in December
another 5 people had rare E.coli in 3 different states. The result from these events, is that the
sales declined by 14.6%.
Yes I believe that since the outbreak, Chipotle are taking the time in their preparation
methods. Chipotle launched an enhanced food safety program, which included DNA-testing
ingredients before they are shipped to restaurants, changes to food prep and handling
practices, blanching some produce, new protocols for marinating meats, utilizing HACCP for
internal controls relating to food safety, offering paid sick leave to disincentivize sick
employees from working, implementing strict standards for food preparation, cleanliness, and
food safety.
The main competitors of Chipotle are Qdoba Mexican Eats, Moe's Southwest Grill,
Baja Fresh Mexican Grill, and Rubio's Coastal Grill. Chipotle’s advantage is the fact that
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