E. Coli Scare Puts Chipotle in Crisis Mode

A new outbreak of E. Coli cases became the latest in a series of serious food-borne illness incidents at the Mexican-themed restaurant chain Chipotle this year. The national chain temporarily closed dozens of its locations in Washington and Oregon after hospitalization of multiple customers in both states occurred following exposure to the bacteria.

One individual filed a lawsuit seeking damages up to $75,000 for E. Coli’s painful and dangerous symptoms; whether others take similar actions remains to be seen. Chris Collins of Portland, Oregon checked into an urgent care center before going to the emergency room following a visit to Chipotle. Collins told CNN reporters he’d “never gotten sick like this … the excruciating pain in my abdomen was something I've never experienced. It feels like your guts are being ripped out."

Chipotle built its brand as a healthier alternative to typical fast-food fare, but this latest incident hits the company’s carefully crafted image hard. Chipotle has not yet commented on the lawsuit, a move that may be well advised: this clear public relations nightmare requires a thoughtfully planned media strategy and execution for effective restoration of their good name. While no confirmation of the exact source of the E. Coli outbreak is known, local health officials linked 19 cases in Washington and three in Oregon to the restaurant. Whether the bacteria came from their food purveyors or faulty sanitation practices in restaurants remains unknown, but regarding public image, damage has already been done.

The firm’s decision to temporarily suspend operations at a number of locations was welcomed by the Centers for Disease Control. This should prove a wise move in protecting customers and employees from further contamination, and displays Chipotle’s public accountability. Rather than offering glib sound bites, they acted.

Having reached out to the CDC and the Food and Drug Administration, the chain was openly compliant with agencies known to instill consumer trust. Dr. Tom Frieden, director of the CDC, noted “from what we understand so far, they are very responsible in their actions in response to the cases that have been reported.” FDA chief medical officer and director of outbreak response Dr. Kathleen Gensheimer said Chipotle “is sharing all of their records with us, working with us in any way possible to give us information.”

Because the case puts officials such as Frieden and Gensheimer at the forefront tacitly accepting culpability for this latest wave of illness, Chipotle takes steps toward fixing this PR crisis. While it has a major stake in ensuring the public continues to see it as a better choice for their bodies than competitors such as Taco Bell and McDonald’s, it may also be smart for the brand to promote its ethics. Chipotle might stress its headline-making decision in 2015 to voluntarily disclose the presence of genetically modified organisms in its food, particularly as it was the first national restaurant chain to do so. Promoting their 2015 switch over to serving solely non-GMO ingredients also offers great talking points.

Though the E. Coli outbreak may be destructive, Chipotle has a strong brand image. If played correctly, it can bounce back from a difficult year for consumer trust. They’re already taking the right steps — not only for their customers’ health but the wellbeing of their business. Hopefully this pays off in 2016.

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Ronn Torossian is founder, president and CEO of 5wpr