Can Chipotle CEO’s Transparency Instill
Brand Loyalty Among Customers?
By Jim Tierney | Sept. 23, 2016
It’s been a most interesting year for Chipotle, as it has attempted to recover from an E coli outbreak that impacted 60 people who ate at the massively popular burrito chain, and this past summer’s first-ever loyalty program (Chiptopia) that launched July 1 and runs through September. Restoring brand loyalty has, and will, be at the forefront for Chipotle founder, Chairman, and co-CEO Steve Ells.
As a result, Ells wants to be as transparent as possible to the company’s loyal customer base. In light of that commitment, Ells wrote a letter on the company’s site, outlining a strong focus on food safety regulations, preceded by an admission of failure.