Chipotle Mexican Grill

Food with Integrity

Building Brand Image Like Burritos: How The Consumer Wants It
Martha Cody, Caitlyn Jones, Olivia Murphy, & Emilie Stalnaker
October 18, 2017

Table of Contents
Executive Summary 2
Overview 3
Introduction 3
Company History 3
Chipotles Beginnings 3
Company Growth 4
Need for a New Strategy 4
Corporate Identity Background 5
Content Marketing Analysis 6
Instagram 7
Twitter 8
Facebook 8
Youtube 9
Advertising and Campaigns... 10

Website 11
Charitable Activities 11
Current Rebuilding Strategies 12
2015: Health Standards and Sales Plummet 12
2015: Comebacks From Outbreaks 12
2017: Queso Dip Launch 13
2017: What Is To Come 13
Recommendations 14
Emphasizing the Current Brand 14
The Future 14
Conclusion 15
Works Cited 17

1
Executive Summary
This branding report seeks to first analyze Chipotle Mexican Grills current brand identity,
then look into the ongoing controversies surrounding Chipotle, and finally offer
recommendations for the companys future.
The History
Chipotle was first founded by Steve Ells in 1993 to give customers fast food without the
traditional fast food experience. With an emphasis on high-quality ingredients, Chipotle
has become an extremely successful company going from trying to sell 107 burritos a
day to having over 2,000 restaurants, including 17 overseas locations including London,
Munich and Paris (Daszkowski). Food with Integrity became a brand identity that many
grew to trust.

The Controversy
In spite of Chipotles previous success, there have been some major controversies
beginning in 2015, when there was a series of E. coli outbreaks at many different
Chipotle restaurants. Even more recently, there has been reports of rodents and a
norovirus outbreak. Chipotle has tried many rebuilding strategies themselves, including
queso, but there is still room for recommendations amidst these situations.

The Recommendations
Emphasizing the Current Brand

Reinforce the already strong brand image by continuing and/or expanding the following
actions:

Post pictures on social media showing the high-quality ingredients

Provide customers access to detailed information about ingredient sources
Utilize buy-one-get-one promotions and games

The Future

Implementing the following tactics into their current brand strategies to help manage
brand growth as well as different crises:

Provide different strategies when facing crises -- focusing on the E. coli outbreaks
Offer advertising ideas to implement into different campaigns in the future
Further C hipotles customer acquisition by implementing a delivery service

2
Overview
This brand report analyzes the different aspects of Chipotle Mexican Grill and its brand.
It gives a description of the history and background of the company, as well as the past
controversies regarding the quality of its food. We will cover the impact of these
controversies on the companys social media accounts, website, and overall branding.
The report concludes with a recommendation for Chipotle for how the company can
continue to increase its brand image.

Introduction
Founded in 1993, Chipotle Mexican Grill (Chipotle) has grown and branded itself into the
company so many know and love today. Chipotle is based on the value of having the
freshest ingredients and giving its consumers the best experience. The company
believes that food served fast does not have to be typical fast-food. This reflects
Chipotles ideas that serving high-quality ingredients will, in turn, create the best
possible consumption experience of its consumers. All of these techniques are
umbrellaed into Chipotles idea of serving, Food With Integrity. Chipotle believes in
being upfront and honest with its consumers and demonstrates this within the company
everyday. While Chipotle generally has a younger target market, they cater to all ages.

Company History
Before we are able to make effective recommendations, it is important that we have a
full understanding of Chipotle as a company and where it has come from.

Chipotles Beginnings
Steve Ells opened the first Chipotle in Denver, Colorado. After attending the Culinary
Institute of America, Ells dreamed of opening a fine dining restaurant. In order to make
money to fund this dream, Ells decided to open a small burrito restaurant called
Chipotle Mexican Grill. Ells has even been quoted saying, I deliberately made it
simple to operate, because I didnt want to spend too much time here(Chipotle: The
Definitive Oral History). Ells goal was to sell 107 burritos per day; soon the restaurant
began selling about 1,000 burritos per day, surpassing anything he had imagined or
planned for (Chipotle Startup Story).

Chipotle has been called the first fast-casual restaurant. Its main idea was to show
that you could serve food fast, while still providing a good customer experience. Ells
brought elements from his experience with fine dining into Chipotle through the use of

3
high-quality ingredients, classic cooking techniques and distinctive interior design (Our
Company).

Company Growth
In 1998 McDonalds invested $360 million dollars into Chipotle, allowing them to
expand all over the U.S. McDonalds later divested in 2006 and Chipotle went public the
same year. Chipotles stock has been rising in share price since its initial public offering
(IPO) (Chipotle: The Definitive Oral History) (fig. 1). Now, Chipotle has over 2,000
restaurants, including 17 overseas locations including London, Munich and Paris
(Daszkowski).

Now a main focus of Chipotle is its online and mobile ordering systems. After hiring
Starbucks CIO Curt Garner, mobile orders have increased to 20% of all US Sales (Lutz).
Looking into the future, Chipotle is exploring delivery options by experimenting with the
option on college campuses across the US.

Need For A New Strategy

Chipotle Mexican Grill has had success without failure for long periods of time, but
beginning in 2015 it has had some major problems.
First, there was a series of E. coli outbreaks at many different Chipotle restaurants,
which included 11 establishments in Washington and Oregon. Chipotle ran ads
reaffirming its commitment to food safety, and apologized for the incidents. However, the
revenues still slumped in 2016 to $3.9 billion, compared to the previous $4.5 billion
(fig. 1). It has been shown that most regular customers are returning, but just not as
often as they used to (Chipotle Mexican Grill: Revenue 2016).
Even more recently, there have been reports of rodents at one restaurant and norovirus
at another (Whitten). Just last month in July 2017, the daily net sentiment--a measure of
"positive" vs. "negative" online commentary--fell from 55 on July 17th, to -11 on July
18th (Shultz). Clearly, there is still a large need to regain trust with customers.

4

Fig. 1: Revenue of Chipotle Mexican Grill from 2006 to 2016 (in billion U.S. dollars):
https://www.statista.com/statistics/221457/chipotle-total-revenue/

Corporate Identity Background

It is also important to investigate how Chipotle seeks to portray itself as a company
before making any future recommendations that could potentially affect their corporate
identity. The corporate identity history of Chipotle is fairy consistent with a focus on high
quality food but can be broken down into three major sections: fast casual dining, Food
with Integrity, and ensuring that better food is accessible to everyone.
Fast Casual Dining
Founder Steve Ells began Chipotle Mexican Grill with the goal of it being a place where
people could acquire food served fast that did not have to be a typical fast-food
experience, as discussed above. He wanted to change the fast food industry. To do
this, he emphasized really good fresh food with high-quality ingredients, similar to the
restaurant he used to work at in San Diego.

Fig. 2: Steve Ells in front of the very first Chipotle Restaurant in Denver, Colorado.

Food With Integrity (2006)

After being disgusted by the way animals were treated in the McDonalds chicken farm,
Steve Ells began the Food With Integrity mission. This mission highlights food raised
with respect to animals, farmers, and the environment. For example, they plan to commit
up to $10 million to help local farmers get their produce into Chipotle restaurants, in its
Chipotle Local Grower Support Initiative.

Ensuring That Better Food Is Accessible To Everyone

After success with its previous missions, Chipotle is now seeking to expand its goal to
everyone having access to better food. Steve Ells is happy with how Chipotle has
changed fast food, but wants other companies to follow suit in offering products that are
not highly processed.

Content Marketing Analysis

Social media is the best way for Chipotle to reach their target audience as it is a
commonly used platform among millennials. Chipotle has an active presence on all
major social media platformsFacebook, Twitter, Instagram, Youtube, and Pinterest
and implements a singular visual identity and similar branding across all accounts, as
well as its website. Each is used consistently to promote and reinforce its branding and
restaurant recognition and to promote new menu items and press-related content.
The content marketing analysis conducted has been crucial in the determination of
Chipotles brand identity now and for the future.

Instagram
Due to the past food quality controversies, Chipotle has decided to completely overhaul
its Instagram presence and start over in the eyes of the consumer. Because of this,
Chipotle has deleted all posts dated before September 24, 2017. Using a 9-grid-format
(one single picture cut into nine separate posts where the only way to see the whole
picture is by going to its main page), Chipotle is introducing the Queso Cup, a daily
competition where one of its 495,000 Instagram followers could win a year of free
quesoChipotles newest menu item (fig. 3). By utilizing its Instagram presence,
Chipotle continues to promote the new item by adding a new 9-grid-format picture of its
products covered in queso everyday until the competition is over.

Fig. 3: Screen grab from Chipotles Instagram page: https://www.instagram.com/chipotlemexicangrill/

Twitter
Chipotles biggest social media presence arguably lies on Twitter (with over 872,000
followers) with a witty tweet once or twice a day. With such a large follower base,
Chipotle is able to directly interact with consumers and continues to build brand image
throughout the day with their posts. Popular posts include:

Millennial Jargon: Extra is a slang word for being over-the-top, but this tweet also
plays on the fact that guacamole costs extra (fig. 4).

7
 Pop Culture References: Reworded to fit the brand, Chipotle changed the iconic
Game of Thrones line from What do we say to the God of Death? Not today.
Game of Thrones is a massively popular TV show that Chipotles audience would
know (fig. 5).
College-Related Content: Based on Chipotles consumer base, college-related
content (play on majors, studying, all-nighters, etc.) is relatable and specifically
targets a huge portion of its target audience (fig. 6).

Fig. 4, 5, 6: Tweets from Chipotles Twitter page: https://twitter.com/chipotletweets

Facebook
With over 3 million followers, Chipotle uses Facebook to promote news for upcoming
events, deals, and new menu items. Similar to its Twitter account, they also post
pictures of the food with puns or little blurbs attached. Most posts include:

News: Due to Facebooks longer character count when it comes to posting,

Chipotle can go into depth about a certain event or deal. Newsy and more serious
blurbs (promotional posts, updates, press releases, charity awareness, etc.) are
sent out on Facebook (fig. 7 & 8).
Press Releases: Chipotle is trying to rebrand itself over its social media accounts
by proving to people that its food is as real as it gets. Facebook is a great
platform for Chipotle to post on regarding press releases and behind-the-scenes
posts (like videos) because it gets in the hands of the target audience as soon as
possible (fig. 9).

8
 Giving Back: Chipotle builds its brand by showing support for causes on its
Facebook page such as the Hurricane Harvey relief and The Leukemia and
Lymphoma Society. This is imperative for branding and appealing to its target
audience because 75% of millennials say that it's either fairly or very important
that a company gives back to society instead of just making a profit (Schawbel)
(fig. 10).

Fig. 7, 8, 9, 10: Posts from Chipotles Facebook page: https://www.facebook.com/chipotle

YouTube
Because Youtube is a video-sharing platform, Chipotles channel consists only of
commercials, How Its Made videos, and profile videos focusing on farmers who
source its produce. The Process not Processed videos take the viewers step-by-step
on how foods like salsa, guacamole, chips, and chicken are prepared and made in
stores to play up on its brand image of real food (fig. 11).

9

Due to the hysteria over the preparation of its food (E. coli and other bacterial
outbreaks), these videos are vital for gaining trust with customers again. By being
transparent and showing them exactly how things are done, Chipotle is enforcing its
brand as Food With Integrity and As Real As It Gets.

Fig. 11: Screen grab from Chipotles YouTube channel: https://www.youtube.com/user/chipotle

Advertising and Campaigns

Chipotle Mexican Grill has executed various marketing campaigns that include strategic
advertisements to help its audience gain awareness of the company brand and product
brand. Some of the most notable campaigns that Chipotle has produced would be,
Welcome to the Burritos, As Real As It Gets, and Cultivating A Better World. All of these
campaigns have helped to implement the overarching ideas that Chipotle has as a
company. These ideas focus on having the freshest ingredients, being honest about its
products and what goes inside of them as well as building a strong relationship with
consumers and creating a sense of community.

Some of these advertisements are blatantly promoting Chipotle while some, like the
video for Cultivating A Better World, do not mention Chipotles brand until the end of the
advertisement. This offers an organic emotional connection to viewers before the
consumer knows the brand so, there are no preexisting emotions towards Chipotle. You
might recognize the Welcome To The Burrito campaign due to the humorous approach
that Chipotle offers, while still using the idea that they keep an honest communication
flow between the company and its consumers. The same goes for the As Real As It Gets
campaign, where Chipotle uses a lighthearted approach to offer humorous ads to
acquire customers while maintaining honest communication.

10


Website
Chipotles website is a great representation of Chipotles brand identity. When accessing
its website, the first section that pops up is the menu, which utilizes words such as
responsibly raised meat and fresh tomato salsa. The website has an ingredient
statement, declaring its use of only real and delicious ingredients, and offers a section
for users to see where each ingredient comes from and how it is prepared. This
transparency supports the brand image of maintaining honest and real food. The current
mission section especially uses visual techniques to uphold the brand.

The Food With Integrity portion of the website is a blue sky, which furthers the brand
image of being natural and clean. It also has a background of basil, the crisp green
sends a similar message of nature and health. One section even has dirt, showing that
they are working on providing the freshest and best food from the day it is planted. In
pictures with humans, their expressions are smiling and candid, rather than posed. It
could be argued that this candidness furthers the natural feel of Chipotles brand.

Charitable Activities
In 2011, Chipotle took a big step towards its commitment to sustainability in the food
industry by establishing the Chipotle Cultivate Foundation. The foundations mission
statement expresses the following main goals:
To provide resources
To p romote good stewardship for farmers and better livestock husbandry
To e ncourage regenerative agriculture practices, and to foster food literacy,
cooking education, and nutritious eating
These goals expand on the work that Chipotle is doing within restaurants and applies its
focus on Food with Integrity to the broader community through its three main areas of
focus: family farms, animal welfare and the environment, and health and education (The
Chipotle Cultivate Foundation).
Partnerships
The Chipotle Cultivate Foundation partners with other organizations to promote
sustainability. Since 2011, the foundation has contributed over $3 million to
organizations with similar goals. By helping these other organizations, Chipotle shows
that they care about the environment and the communities that they are involved in (The
Chipotle Cultivate Foundation). A few of these partners include:

11
 The Ecology Center
International Rescue Committee
FoodCorps
Glynwood
The Kitchen Community
Individual Participation
Individuals can also get involved with the foundation through direct donations as well as
other special activities. Examples of these special activities include:
Purchasing music from the Chipotle Music label: When individuals purchase and
download music from the label, a portion of the profits goes to the work the
foundation is doing.
The Scarecrow: Individuals can watch the short film, play a game, and download
the soundtrack.
Taking part in these promotions directly supports the Chipotle Cultivate Foundation (The
Chipotle Cultivate Foundation).
Goals for the Future
Steve Ells said, Delicious, affordable food can be produced without exploiting the
farmers, the animals or the environment. Chipotle has proven this to be true, but
Chipotle is only one small part of the solution. Our goal now should be to have all food
produced as sustainably as possible (The Chipotle Cultivate Foundation). This reflects
Chipotles environmentally conscious brand. With its creator being so involved with these
goals, it is clear that sustainability and Food with Integrity is a priority from even the
most upper-level executives.

Current Rebuilding Strategies

Due to the past missteps of Chipotles restaurants (i.e. E. coli and norovirus outbreaks,
rodents in kitchens, etc.) Chipotle Mexican Grill has taken a detrimental hit in the eyes
of the consumers. However, with some new branding strategies, Chipotle is on the rise
once again. With whatever set back, Chipotle is timely with ways to combat controversy
to keep its brand image strong.
2015: Health Standards and Sales Plummet
In 2015, Chipotle customers and executives saw sales plummet when the pork in the
popular carnitas did not meet health standards, and eventually had to be pulled off the
menu in one-third of its restaurants (Tuttle).

12
In April, Chipotle announced and committed to only using non-GMO ingredients (and was
the first national chains to do so) and switched to cooking in GMO-free sunflower oil and
rice bran oil (Alesci and Gillespie), hoping to regain confidence in its food once again in
the eyes of the consumers.
Later in 2015, the infamous E. coli outbreaks started. With food already not meeting
health standards, this sparked a couple of rebuilding strategies and overhaul of the
brand.
2015: Comebacks From Outbreaks
This is when Chipotle released a press release, ensuring customers and stakeholders
that they were working closely with federal and state health officials to make sure they
were doing everything they can to fix the problem (Chipotle Mexican Grill C hipotle
Investor Relations). By being transparent, this reduced any collateral damage that might
have taken place without a press release.
After the press release, Chipotle also launched a food safety website going into
complete detail of its food safety advancements. With more of a general consumer in
mind, there are videos, graphics, and a breakdown of what exactly Chipotle is doing
internally. Also, the website includes a tab reiterating Food with Integrity, highlighting
quotes like Whole or Nothing: Real ingredients taste better, To vegetables grown in
healthy soil, and pork from pigs allowed to freely root and roam outdoors or in deeply
bedded barns, and Cultivating a better world to set the scene for a refurbished brand
image (Our Food Safety Advancements).
2017: Queso Dip Launch
Finally, with sales still down but brand image picking up steam, Chipotle launched a new
menu item to get buzz started againqueso dip. A new menu item had been asked for
by customers for years, and the lead-up to the release date in September made
Chipotles brand image soar (this lead to the overhaul of its Instagram and surgence of
TV commercials). But, once the queso hit consumers, the reaction was not good.
Customers called the dip, grainy, broken, and disappointing on Twitter moments
after the release (Boggs).
2017: What Is To Come
This is not the end of Chipotle Mexican Grill, however. Chipotle embarked on a new ad
campaign in April of 2017, which includes national TV commercials. Using the tagline
"As Real As It Gets," the campaign focuses on the quality of Chipotle's ingredients. In
June 2017, Chipotle announced to investors that it plans on spending more on
marketing and promotions as it works to win back customers and foresees expenses
rising as much as .3 percent (Whitten, Chipotle shares tank). With more promotional and

13
marketing strategies being implemented, Chipotle hopes that rebranding will resolve
issues in the eyes of consumers.

Recommendations
Emphasizing the Current Brand
Chipotle currently has a strong brand identity resulting from its commitment to quality
ingredients, their interaction with customers on social media, and their use of
promotional activities to reflect its values. Moving forward, Chipotle should reinforce its
already strong brand by considering the following actions:
Emphasizing quality ingredients by showing pictures and videos of the food on
social media accounts. Chipotle already uses social media in this way, so
continuing to expand the use of social media to reflect its ingredients will be a
natural progression from current social media use.
Giving customers access to detailed information about the sources of the
ingredients. Chipotle provides a information about the sourcing of their ingredients
both in stores and online. Expanding this information to social media would make
this information even more accessible to customers.
Using buy-one-get-one promotions and games. This is an effective marketing tactic
that appeals to their target market.
By continuing and expanding these practices, Chipotle can continue the growth that it
has seen in the past.
The Future
While Chipotle has developed its own effective marketing strategy, there are steps in the
future that the company can take to help further its brandwhether that be dealing with
crisis or controversial situations or just trying to further its brand image as a whole. We
have developed a series of options that Chipotle can incorporate in its current branding
strategies.
Regarding the Multiple E. coli Outbreaks:
Stick the original ingredients that Chipotle is so famously known for. It is easy to
get caught up in change and different improvements for the businesses and lose
sight of what is important. Recently, as Chipotle has tried to expand its menu
options, like introducing queso, they have lost sight of its core ingredients and
that is where issues seem to flare up.

14
 Regularly invite food inspection services into its restaurants to check the wellness
of the food, while regularly posting and advertising how each restaurant has
passed these tests.
Ensure that employees have strict guidelines while working in the restaurant to help
prevent different problems that might arise. Implementing these techniques
ensures that Chipotle maintains its honest approach with customers no matter
what the circumstances.
Growth in Advertisements:
Implementing farmers, Chipotle focuses on the fact that they use fresh ingredients that
come from farms close to home, so there is a big opportunity to create advertisements
right from the source. They can include the different farmers they buy from to help show
a behind the scenes look at its ingredients.
A good way to implement these would to create the ad in a way where the Chipotle name
is not mentioned until the very end. Focusing on the emotional appeal of the farmers
and the work that they do to help viewers develop an organic opinion of the
advertisement without preconceived opinions of Chipotle to begin with. By adding the
Chipotle logo and brand at the end the audience is able to go full circle and attach their
new emotions to their current brand opinions, hopefully increasing the positive
connotation of the brand.
Delivery:
One final note of growth that the company could steer towards in the future would be
offering a delivery feature for its customers. One of the most common complaints about
Chipotle services is waiting in line for the product itself, or their online ordering which
takes as much time, if not longer than waiting in line regularly. Implementing a delivery
feature for customers could stimulate growth in the company while also expanding the
brand. While starting up a delivery service would be difficult and require a lot of
resources, we believe it could improve Chipotles business exponentially by catering to
customers in a new way.

Conclusion
Throughout the past, Chipotle Mexican Grill has done an outstanding job building its
brand identity as a company that serves food fast but is not your traditional fast food
experience. The emphasis on all natural ingredients and commitment to being
transparent has made it a food service that many feel strongly connected to.
However, with the recent controversies and the following hit in sales and reputation, we
suggest that the company works closely with health inspection workers and continues to

15
address issues head on, being strict on employee guidelines as needed. Instead of
trying to add new food options, and risking falling flat, we also recommend that Chipotle
sticks to its original menu. Lastly, if feasible, delivery at all locations could encourage
customers to start buying as much as they used to. These recommendations are
important to implement if Chipotle wants to maintain its credible brand image they have
worked so hard to create.

16


Works Cited
ristina, and Patrick Gillespie. Chipotle is now GMO-Free. CNNMoney, Cable
Alesci, C
News Network, 27 Apr. 2015,
money.cnn.com/2015/04/26/investing/chipotle-gmo-free/index.html.
Bakalar, Sophie. What Chipotle Can Teach Companies About Honesty. Transparency:
What Chipotle Can Teach Companies About Honesty | Fortune.Com, Fortune, 23
June 2017, fortune.com/2017/06/24/transparency-chipotle-customer-loyalty/.
Boggs, J ustin. Chipotle now has queso, and the reviews are in. WCPO, 13 Sept. 2017,
www.wcpo.com/news/national/chipotle-now-has-queso-and-the-reviews-are-in.
Chipotle: The Definitive Oral History. Bloomberg.com, Bloomberg,
www.bloomberg.com/graphics/2015-chipotle-oral-history/.
Chipotle (@Chipotlemexicangrill) Instagram Photos and Videos. Instagram,
www.instagram.com/chipotlemexicangrill/.
Chipotle Mexican Grill. Chipotle Investor Relations - Press Release,
ir.chipotle.com/phoenix.zhtml?c=194775&p=irol-newsArticle&ID=2114462.
Chipotle Mexican Grill: Revenue 2016 | Statistic. S
tatista,
www.statista.com/statistics/221457/chipotle-total-revenue/.
Chipotle Mexican Grill. Wikipedia, Wikimedia Foundation,
en.wikipedia.org/wiki/Chipotle_Mexican_Grill#Advertising_and_publicity.
Chipotle Mexican Grill (US). Chipotle Mexican Grill : Advertising and Marketing Profile
at
Adbrands.net, www.adbrands.net/us/chipotle_us.htm.
Chipotle Startup Story | How Founder Steve Ells Re-Invented Fast Food. F undable, 5
Mar. 2014, www.fundable.com/learn/startup-stories/chipotle.
Daszkowski, Don. How Did Chipotle Mexican Grill Get Started? T he Balance,
www.thebalance.com/history-of-chipotle-mexican-grill-3973222.
Lutz, Ashley. Chipotle's Stunning Growth Is Screeching to a Halt. Business Insider,

17
 Business Insider, 21 Oct. 2015,
www.businessinsider.com/chipotles-plans-for-growth-2015-10.
Mission. Chipotle, www.chipotle.com/mission.
Our Company. Chipotle, www.chipotle.com/company.
Our Food Safety Advancements Chipotle, www.chipotle.com/foodsafety.
Welcome to the Burrito. Chipotle, 2017, www.chipotle.com/realcampaign.
Schawbel, Dan. 10 New Findings About The Millennial Consumer. F orbes, Forbes
Magazine, 20 Jan. 2015,
www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-mill
ennial-consumer/2/#e1ec4c114746.
eeking Alpha, 24 July
Schultz, Clark. Credit Suisse Warns on Chipotle Sentiment. S
2017, seekingalpha.com/news/3280636-credit-suisse-warns-chipotle-sentiment.
The Chipotle Cultivate Foundation. w
ww.cultivatefoundation.org. Accessed 3 October
2017. www.cultivatefoundation.org
rad. Chipotle Carnitas Shortage, Pork Removed from 600 Restaurants |
Tuttle, B
Money. Time, Time, 14 Jan. 2015,
time.com/money/3667333/chipotle-pork-carnitas-shortage/.
Whitten, Sarah. Chipotle Consumers Are Abandoning the Brand, and It Could Get
Worse.CNBC, CNBC, 24 July 2017,
www.cnbc.com/2017/07/24/chipotle-consumers-are-abandoning-the-brand-and-it-
could-get-worse.html.
Whitten, Sarah. Chipotle shares tank after company admits it will need to spend more
to woo customers. CNBC, CNBC, 20 June 2017,
www.cnbc.com/2017/06/20/chipotle-shares-tank-after-company-admits-it-will-nee
d-to-spend-more-to-woo-customers.html.

18