Chipotle's Case Summary

2015 Chipotle Facebook reached three million likes with photos and videos that promote their products. If Chipotle uses Facebook to update the customers about the E. coli cases, provide information that their food is safe to eat and provide some promotion, then that can help them gain some customers back. Increase usage of Twitter can also be used as another channel to connect with Chipotle loyal customers. Raghupathi (2016) stated that by retweeting with customers, Chipotle can create a personal bond with the customers. This personal connection can allow Chipotle to explain to the customers that it is safe for them to come back. Landesman (2011b) talked about the importance of having a crisis plan. By planning for a crisis Chipotle will have a framework that they can work on when the crisis occurs. For example, the Press release that was mentioned earlier, the writer was very careful not to make absolute statements, however, Ells under the pressure of the interview stated that Chipotle is “the safest place to eat”. If Ells was more prepared for the interview he wouldn’t have made that

coli outbreak was handled and how they can make an improvement on their plan for a future crisis. Nordrum (2015) said, “Planning ahead for an outbreak can eliminate some of the initial panics among staff when on does occur, and it provides an actionable framework for moving forward”. Chipotle communication director said that they have a crisis communication plan in place and a website link that directly addresses this issue, however, Chipotle can improve their plan. Swenson (2016) recommend that a crises plan should have a team that represent all key part of the organization, know about the risk that can occur and update it as time changes, create a framework on how to handle a crises and tailored them to the individual crisis, developing key messages for the crisis, and updating the plans on an annual