Late last year , Chipotle learn its reputation tarnish after anE. Coli outbreakgot drove of its most loyal customer nauseated . Faced with a crisis , thecompany launched Chiptopia– which sounds like a Sci - Fi thriller about burrito – to amend the busted bond .
The program offers client a reasonably sweet deal : the chance to take four free burrito if you purchase a sum of 12 over three month . But it has n’t really repaired the burrito peddler ’s epitome , or curried enough favour to stave in off impending financial vexation .
Business Insider reportsthat nearly 3.1 million people have register for the plan since it launched July 1 , and that 85,000 are on course to claim their four burrito free of charge . On one script , this means 85,000 mass have bought four burrito over the last three months . On the other , it means that Chipotle is about to give away a lot of free intellectual nourishment – and probably at a charge per unit that poses some financial risk . This is all pad , of course , by the $ 70 million the company gave aside in free voucher from February to May .
Laura Murray/Thrillist
Another issue BI brings to luminance is the company ’s mark perceptual experience . After all , it ’s hard to reclaim customer trustingness after causing abonafide public health panic . accord to YouGov BrandIndex data , Chipotle brand perception has actually cave since the program began . What was once a company rating of 9.4 on a scurf of -100 to 100 , is now 6.8 as of September 20 .
Still , Chipotle is plug along , having launched another awareness first step on Wednesday , direct at build “ Chipotle as an diligence leader in nutrient safety , ” according to Chipotle PR Director Chris Arnold .
That move is likely to be coupled with another rewards plan in the future , BI report . Arnold claim that should help put the party back on the good fiscal track .
" Since the investigation ended about seven month ago , we have recovered about 40 % of the sales we lost from the scummy breaker point in January ” Arnold order , adding that “ none of this fall out overnight . "
