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Despite its sales success (the firm recorded $2 billion in revenue in the most recent quarter), Chipotle’s reputation has been tarnished over the last decade by reoccurring food safety issues.
Between 2015 and 2018, the business had a series of foodborne disease outbreaks caused by Norovirus, Salmonella, and E. coli, affecting over 1,100 people and contradicting its “Food with Integrity” tagline. Chipotle’s sloppy approach toward upholding health standards was significant enough that the Justice Department accused the company of breaking federal law by adulterating food and not living up to the standards.
Although Chipotle has been a favorite of many Americans for years, its failure in achieving the food-quality standards has become concerning to many people, who now refuse to eat from this fast food place ever again. Moreover, breaking their tagline has reduced the brand trust significantly that was built up until recently and it will take lots of efforts from Chipotle to redeem themselves after this disaster.
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