Chipotle is on the verge of turning its PR fiasco around. I’ve written before how Chipotle mishandled things related to food poisoning at its restaurant, but now they seem to be on the right track. They’re explaining and turning a negative outcome into a learning moment. For themselves and the public. Farm-to-table is not as easy to monitor as is the use of pasteurized products from huge mega-providers. Food prepared in stores is not as easily monitored as is food send forth pre-prepped and pre-cooked at regional hubs.
Educating the populace about this business model – and its challenges – is good business. A CEO letter to the public filled with platitudes about “never more vigilant” and the like is Business 101…and very un-Chipotle-like. But learning and teaching moments are how smart companies do PR.
Stop the spin. Learn and teach. That’s easier. Bravo Chipotle.