Chipotle will have a tough time marketing its way out of lost consumer trust

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first_imgShare Facebook Twitter Google + LinkedIn Pinterest Chipotle arrived in Columbus about the time that I moved back home to Mercer County, so my dining experience there is limited to one meal. Ironic that a large, fast food chain, with over 1,900 locations nationwide, focused its marketing on criticizing large scale farming, especially since many competitors with Mexican cuisine are small, family-owned businesses. McDonald’s was an investor in Chipotle for years (1998-2006) and still shares some distribution centers and processing facilities.All I remember about my lone trip to the place was indigestion, not from the food, but the ads and half-truth commentary present throughout the establishment. And that was an early iteration of the place. There was a “new-agey” atmosphere and slogans like “we source from farms rather than factories” and “improving the world one burrito at a time.” (I am paraphrasing and wondering what that even means.) Their marketing scheme was branding of “food with integrity.” They advocated unprocessed food, ingredients free of antibiotics (all food is per current USDA regulation), ingredients free of GMOs, organic items and locally grown. These options are fine; their attacks on modern agriculture and farmers were not. As one food scientist opined, “If sleaze were infectious, Chipotle would be causing a pandemic.”Their “holier than thou” approach worked for a while. The last year or so, however, has not been so kind. Hindus and Buddhists call it karma. Galations 6:7 states, “A man reaps what he sows.” (New International Version.) Folks around here say “what goes around comes around.” It is a universal truth that intent and actions influence the future of the one who intends and acts. I don’t have a problem with the “new agey” approach, just the lies about modern farming and Chipotle’s threat to public health.In the last year, there have been numerous incidents of Chipotle customers sick because of e-coli, salmonella and norovirus throughout the country. One of the norovirus problems happened in Boston and struck over 140 Boston College students, including one-half of the men’s basketball team. There have been over 500 people with diagnosed food safety illness from Chipotle since July 2015; there are likely many more who were ill from contaminated Chipotle food, but did not seek medical attention and are not included in these numbers. More alarming, with the e-coli outbreak of Dec. 21 that involved five people in two states, Chipotle is still unsure which ingredient caused the problem. If you cannot identify the issue, how can you correct it?It’s perfectly acceptable to produce or prefer organic food. It’s a big country, and there is room for all opinions. That’s what makes the United States special. What I do not appreciate are the lies Chipotle told about organic, never mind not all of their ingredients even were. Organic is an option, but it is not always superior or safer or pesticide-free. For instance, organic products are four to eight times more likely to be recalled over safety concerns than conventionally grown crops. Organic production methods often include a preference of manure to synthetic fertilizer on crops. Unless there are proper food handling and safety systems, this raises the risk of disease. As one food safety expert asked, “would you agree to open heart surgery if the anesthesiologist planed to use ‘traditional methods’ instead of state-of-the art technology?”Another food scientist summarized Chipotle’s problem as a marketing-driven propensity to exploit current food fads, even if it diverts the corporate focus way from what should always be “job one” — safety. So instead of spreading lies about GMOs, Chipotle should have dedicated themselves to quality control and employee training, including hand washing, proper handling of produce, proper temperature for food preparation and sending workers home who show up ill. Turns out the ingredients that are the highest risk to public safety are those eaten raw — tomatoes, lettuce and cilantro. Chipotle focused on marketing fresh food, which is fine. The company just needed to spend as much effort monitoring the safe distribution of fresh products and training workers in their proper handling, preparation and serving.Chipotle’s lawyers have their work cut out for them. They are facing multiple lawsuits from the customers who became ill, including at least one class action. As a result of the litigation, there is a website, chubbychipotle.com, that attacks Chipotle for passing off a fast food menu stacked with high-calorie, sodium-rich foods as higher quality and more nutritious because the meals were made with locally grown and GMO-free ingredients. For anyone who has ever been offended by Chipotle’s ads, this website is worth checking out.Although their stock value is down, as well as their sales and revenue, Chipotle is planning on opening another 220 to 235 new restaurants this year. Their advertising department has work to do, though. Trust is not the kind of problem you can market your way out of.last_img

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first_imgOxford University’s Admissions Office have used a murder mystery event to try and increase applications from state sector pupils. During the Easter vacation University authorities invited local schoolchildren to take part in the event, based at Pembroke College. 50 students, aged between 14 and 15, were greeted at the beginning of their three-day visit by a body on the front quad, followed by the revelation of the Morse-like murder mystery scenario.Students were faced with a number of conundrums including a letter written in Syriac, which they were able to decode after a master class given by Gareth Hughes of the Oriental Institute. Hughes praised the intentions of the programme: “The best way to encourage the brightest to Oxford is to stimulate and challenge.  The Access Programme is incredibly important – especially considering Oxford’s position and status as a fairly elite institution. The murder mystery event is therefore an excellent way of engaging bright and enquiring minds in a variety of different ways.” Sinead Gallagher, the University’s Access Co-ordinator, organised the event.  She noted, “Summer schools often attract more girls than boys, so we wanted to give the residential a theme that would be appealing to boys in particular. ‘Murder in the Cloisters’ should be great fun for all taking part, and the students will learn a lot about what going to University means: study your sources carefully, learn to gather facts and question them, and draw your conclusion based on firm evidence.”Ché Ramsden, an assistant on the programme and first year English student at Wadham, spoke of the myths which still surround the University. “Some children I spoke to were under the impression that you have to incredibly rich to apply to Oxford – one even thought that fees were in excess of £20,000 a year. This couldn’t be further from the truth.  The most important part of the Access Programme is destructing the false impressions people have of the University and its students – we’ve got to show young people that we are, on the whole, fairly normal people from normal backgrounds.”  One of the students taking part in the programme, Michael Dare of New Brompton College in Kent, spoke of his impressions of the University. “Before I came here I just thought everyone would be really posh and stuck up. Now I’m here I can see that the students are normal and pretty down to earth. I could really see myself coming here when I’m older.”last_img

Finsbury Food reports strong H1 growth

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