In July 2015, the E coli outbreaks started for Chipotle and lasted through January 2016. It began in the Northwest and spread across dozens of states. The result was an 82% decrease in profits over the course of a year and Chipotle stock down 15%. 2016 also saw an executive arrested for cocaine possession and 10,000 workers suing the company for unpaid compensation. Having been appointed as Marketing Manager of Chipotle, you are required to advise the board on the most appropriate brand crisis management and provide a revised marketing strategy going forward to restore confidence in the brand and prevent any further negative impact on the brand.

Comments on how Chipotle handled the decline in sales and recommendations to improve consumer confidence. (10 Marks)