How Chipotle bounced back from a brand crisis

Geoffrey Precourt

Chipotle, the restaurant chain, faced a major challenge as a series of damaging events hurt its brand.

At the beginning of 2018, Chipotle Mexican Grill – the US-based fast-food restaurant chain with locations in Canada, France, Germany, and the UK – was struggling.

A series of health-related disasters (three E. coli outbreaks, and separate flare-ups of...

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