Will Chipotle’s new marketing strategy help declining sales?

By: Anissa Gabbara


Source: flickr.com

There are plenty of popular companies that have been in hot water at one point, but are all of them lucky enough to redeem themselves? Many people have been wondering what it’s going to take for Chipotle to gain back the trust of its customers after last year’s E. coli outbreak that scared many loyal customers away from the popular restaurant. The company has finally developed a strategy that will hopefully win back the trust of its customers, and no, it doesn’t involve free burritos.

The restaurant chain is trying out a temporary loyalty program. The company has yet to provide details on what the program will include, but according to the chief development officer, Mark Crumpacker, there’s the “possibility of a permanent program” (source).

The company will also be investing a great deal in traditional advertising designed to improve their image and to promote the quality of its products (source). In addition, Chipotle will be extending its menu by adding chorizo, a mixture of chicken and pork sausage (source). It’s questionable whether a new food item will actually help Chipotle win their customers back, but it’s worth a try.

Chipotle is not giving up easily. In the past, they were willing to put their business in jeopardy by offering its customers free products, hurting them tremendously in sales. From a public relations standpoint, the brand has made the effort to win back its customers by ensuring the public that they would be taking necessary precautions when handling food in the future. Now is the time for the company to start implementing the right marketing strategies, but it’s still unknown whether the popular brand will earn its glory back.

Anissa Gabbara is a senior at Eastern Michigan University studying public relations with a double minor in communications and marketing. She currently serves as the Vice President of Public Relations in EMU’s PRSSA Chapter. She has an interest in celebrity PR and hopes to one day work with some of the biggest names and corporations in the entertainment world. She plans to hone her craft while becoming a valuable source of information to others. You can follow her on Twitter @AnissaGabbara.  



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