News Article Assignment - Chipotle PDF

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A Crisis Management Analysis of Chipotle and their continual food crisis....

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STC 450.01 Sisco 7 December 2017 Chipotle’s Continual Crisis Chipotle is once again under fire due to allegations of serving food that has caused customers to get sick. According to a news article on People.com, “Chipotle has repeatedly been in the news after E. Coli outbreaks, norovirus infections, and recently footage was shown of rodents falling from the ceiling in a Dallas location,” (Feacteau, 2017). In addition, during the week of November 6, 2017, Supergirl television show actor Jeremy Jordan claimed that eating at a Chipotle restaurant had sent him to the hospital. Jordan took to social media to post an Instagram story dedicated to a PSA about his experience and why people should not go to Chipotle. Social media played a huge role in getting traction to this allegation and it even caused the company’s stock to drop. This story constitutes as a crisis in a few different ways. First, it is a specific event that was unexpected and even though there had even previous issues regarding Chipotle products it is not a routine event that has happened daily. According to their website, Chipotle’s mission is to ensuring that better food is accessible to everyone and this crisis has sure threatened that statement again. A second way this situation is considered a crisis is that it created high levels of uncertainty for its customers allowing it to threaten its overall company. In addition, this situation also falls under being a crisis because it could have been avoided. If Chipotle could manage is food more properly and eliminate the risks of having food borne illnesses then these crises would be less likely to happen.

To address this crisis, Chipotle said it conducted its own internal investigation, which determined that Jordan’s trip to the hospital was not due to their product. A spokesman for Chipotle, Chris Arnold, email CNNMoney saying:

"We were sorry to hear Jeremy was sick and were able to get in touch with him directly regarding where and when he ate. There have been no other reported claims of illness at the restaurant where he dined. We take all claims seriously, but we can't confirm any link to Chipotle given the details he shared with us," (Smith, 2017).

I feel that this approach to the situation falls under the communications theory of corporate apologia, meaning speech in defense. Arnold offered an apology to the so-called victim while also hinting at denial. After the big outbreaks of E. Coli and other illnesses Chipotle did a lot of image repair in order to reshape and rebrand their company. Now however, if I was part of the communications staff at Chipotle I would incorporate the diffusion theory in order to examine and explain how new procedures, practices and objects are adopted and used by Chipotle so that customers could understand the changes the company is making in order to continue future success. Chipotle could begin by spreading awareness of their new branding or how they are a clean and healthy environment, then they could focus on the major interest groups like college students or the demographic group that purchases most frequently. Once these two stages of the diffusion theory are complete the communications team can evaluate and create a trial in hopes of adopting some of the new practices to get Chipotle higher in the market. To go along with this, I also think there is a need to better incorporate the excellence theory and more directly two-way symmetric model. This model is meant for mutual understanding where practitioners try to

achieve a dialogue. This would be very helpful because it would allow more than just dialogue like negotiations, compromises, bargains, and most important listening. Especially with such similar crises, this would be useful to Chipotle in order to show its publics that they are making changes to ensure customer satisfaction.

Works Cited Feacteau, J. (2017, November 10). Supergirl Star Jeremy Jordan in the Hospital After Eating Chipotle. Retrieved December 06, 2017, from http://people.com/food/jeremy-jordanchipotle-food- poisoning-hospital/ Smith, A. (2017, November 13). Chipotle says it's not to blame for Jeremy Jordan getting sick. Retrieved December 06, 2017, from http://money.cnn.com/2017/11/13/news/companies/chipotle-jeremy-jordan/index.html 'Supergirl' Actor Claims He Got So Sick From Eating Chipotle That He Was Hospitalized: 'I Almost Died'. (2017, November 14). Retrieved December 06, 2017, from http://www.cbs8.com/story/36843528/supergirl-actor-claims-he-got-so-sick-from-eatingchipotle-that-he-was-hospitalized-i-almost-died...