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Chipotle Brand

Damascus Johnson

University Of Phoenix

Factors for the fall of Chipotle brand

The chipotle brand lost confidence in customers when food-borne illnesses affected the

customers, with the majority being admitted to various medical centers. The illness was caused

due to consumption of harmful food substances; hence customers deviated from consuming their

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products to safeguard their health (Yu et al., 2021). The company's reputation was demolished

since the picture portrayed the restaurant demonstrating bad intentions toward customers' needs.

The rising food prices in the food chain resulted in customers being affected in affording the

food and hence opting for cheaper options. These factors contributed to customers' lack of

confidence in the restaurant hence its downfall.

Actions taken by Chipotle

Actions taken by Chipotle restaurant have restored customers' confidence since they are

strategic and aim to promote guest experience on their premises. The strategy includes training

staff effectively on handling food stuff since it is very sensitive and would be destroyed over a

simple mistake. The staff would be well equipped with professional experience and perception

through appropriate dressing and sanity consideration in the cooking area. The strategy would

improve consumer trust since the process of handling foodstuff is done by professionals.

Internal environment

The internal environment of Chipotle restaurant provides conditions favorable for

consumer trust, unlike competitors, through the introduction of an internal factor evaluation

matrix. The matrix enables the company to identify its weaknesses and strengths through

evaluation measures that display the exact events within the restaurant. The evaluation matrix

compares the company with other companies with an added advantage since its decisions are

based on the information provided from the evaluations conducted. The internal environment

allows individuals to undertake their operations efficiently since their contribution counts during

decision-making.

Strategic implementation

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The strategic moves of Chipotle brand would result in a competitive advantage since they

evaluate the customer needs and demands. The trained staff offer professional skills and are

provided with opportunities for innovation in establishing techniques for better service provision

(Key et al., 2021). The evaluation matrix provides information that analyzes the company's

weaknesses, hence working on the weaknesses toward proper guest experience. The strategies

would result in an effective competitive advantage since they focus on producing the best

product and services in the market.

Recommendations

Additional recommendations for Chipotle to gain consumer trust and reclaim its

leadership role include proper marketing and rebranding. Marketing would create awareness for

the consumers about the brand and create a desire to consume the changed product. Rebranding

would entice consumers to changes that have been applied hence curiosity to experience the

company's new products. Renovating the company's premises would motivate the staff to

undertake their duties since the internal environment would effectively support its functions. The

business strategy for Chipotle Company to achieve competitive advantage includes reducing

prices and conducting promotional activities to facilitate every consumer's capacity. Promotional

activities would be offered for certain food products, attracting more customers than competitors

in the market.

References

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Key, T. M., Keel, A. L., Czaplewski, A. J., & Olson, E. M. (2021). Brand activism change

agents: Strategic storytelling for impact and authenticity. Journal of Strategic Marketing,

1-17.

Yu, H., Legendre, T. S., & Ma, J. (2021). We stand by our brand: Consumers’ post-food safety

crisis purchase intention and moral reasoning. Journal of Business Research, 132, 79-87.