Chipotle restaurants recently experienced a decline in sales because of an e coli outbreak in a couple of its restaurants. Stock went down and they were facing federal criminal investigation. Chipotle earned a lot of media from this, it was all over the news and people who were infected were a main source of word of mouth promotion – negative promotion. Although there is technically no negative publicity, Chipotle decided to use this opportunity to gain back many of the fans it had lost. Chipotle stated that every restaurant would close on February 8th during the day. During that time it had scheduled to have an entire employee meeting going over what had happened and applying new measures of health and safety for the food and its customers. Chipotle knew that many people would be upset about the closing so it came up with an incentive. During their lunch hour if a customer texted “raincheck” to a certain number they would receive a coupon for a free burrito. They turned a negative event into something useful to keep its fans happy.
Published by annemariejane
Stay strong, have endurance, breathe later. Whatever challenges you face, power through them with all your might, you can rest when it's all over. This is how I go through life and how I face life's many challenges. I am 20 years young and a student at the University of Nebraska at Lincoln. I am currently studying Advertising and Public Relations, gearing towards the creative path with concentrations in English and Anthropology. I love to take pictures because a photo can capture what I am unable to draw. I have many dreams pulling me in different directions so I like to live in the moment to see where life takes me. View all posts by annemariejane