Chipotle Time!

Hi, guys! Perhaps, Chipotle (CMG) is a familiar restaurant name to you and may be patronized by you couple times.  But they are facing some problems lately.

As you may know, Chipotle Mexican Grill(Chipotle) is an American chain of fast-food restaurants in the US, UK, Canada, Germany, and France, and the company is specializing in tacos and burritos. The company was founded by Steve Ells in July 1993, headquartered in Denver, CO. As data collected from FY 2015, Chipotle has net income of $475.6 million, more than 2,000 locations and more than 45,000 employees.

That was some numbers above, why would we go ahead and enjoy some “fun” facts below? Check this out: Source


I must say it was fun at the beginning of this clip, but it gets less fun involved toward the end of this video. So, yes, E.coli outbreaks at last year, July. Please see the next video clip (Source) for more information.

According to Ian Williams, (Ph.D., MS, who work for Center for Disease Control and Prevention) that E.coli is out of the picture now but the customers are not fully returned from statistics. According to CNN Money, sales down 22% compared with same time last year.  Customers may still fear of E.coli virus and there is more news coming out recently to this brand.

I read something on CNN Money that one of Chipotle’s assistant manager got fired from his workplace because he refused to cheat pay to workers. This young man started his work at Chipotle at age of 17 in 2010 and been promoted to an assistant manager position at this year. Generally, employees often work more than 40 hours a week to finish their work at his store. But he was told by higher ups to delete any hours above 40 in computer to reduce cost in overtime pay. And this young man told CNN Money that,

“I can’t do that. It’s illegal. It’s unethical.”

According to CNN Money, he says one of the higher ups warned him to follow the instructions otherwise he would be lost his job and return the bonus he had just received. Still, he was not willing to do it and he got fired at the end. An “unacceptable performance” been told to him by an area manager he never met to close his career in Chipotle.

I must say those are not good signs for Chipotle to move forward, especially they are stating “Food with Integrity” and treating their employees nicely in their mission statement. But still, I do love the essence of this brand. I remember the old days that I have enjoyed their interior design and their food concept when I entered the store. Their take-out bag is so unique and cute back in the days. I can tell they’ve put a lot of time and money to differentiate themselves in the fast-food industry. But broke the brand image can ruined the relationship with consumers. I really want to see them back on track with more sales in the future with a fixed brand image.

4 Comments Add yours

  1. Suhaib says:

    I’m a huge fan of Chipotle, even when they had the problem with food poisoning, I thought to myself, they will fix it. Now, I’m back and I eat it again with no problem.

    1. Yijing Feng says:

      Hey there, I like Chipotle as well. Especially the mission statement and their interior design, so I often go there when I was in college. Therefore, it was shocking to me when I read the news online about their problems. But It was nice for them to have you back 🙂

  2. I’ve never try Chipotle hahaha after this post I will

    1. Yijing Feng says:

      Because of the fun facts listed above? ^^

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