Case #1

Chipotle

The Best Queso Scenario

Ashley Keenan
Alysia Campbell
Dana Ihlenfeldt

March 21, 2017

TABLE OF CONTENTS PAGE

EXECUTIVE SUMMARY 2

INTRODUCTION 3

COMPANY OVERVIEW 3

OUTBREAK TIMELINE 4

SURVEY 5

LIMITATIONS 7

SWOT 8

AUDIENCE ANALYSIS 9

GOST 12

RISK MANAGEMENT GRID 13

BUDGET 14

BANG FOR THE BUCK 14

REJECTED SOLUTIONS 16

CONTINUOUS IMPROVEMENT 16

SO WHAT 16

REFERENCES 17

APPENDIXES 18

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EXECUTIVE SUMMARY

Chipotle is a fast-casual restaurant that prides itself on Food with Integrity. Chipotle

uses locally sourced and organically grown ingredients in their restaurants. Chipotle in recent

years had a crisis in dealing with multiple outbreaks related to food safety. The case that our

group was tasked with was stated to be that Chipotle has hired your firm to discretely assess the

damages to their brand caused by their handling of the recent food scandals. And they want to

know how to strategically respond to the situation. We were also given a stated budget of

$500,000.

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INTRODUCTION

The case that our group was tasked with was stated to be that Chipotle has hired your

firm to discretely assess the damages to their brand caused by their handling of the recent food

scandals. And they want to know how to strategically respond to the situation. We were also

given a stated budget of $500,000. We broke that down into two stated problems. The first being

to discretely assess the damages to their brand caused by their handling of the recent food

scandals. The second being to show them how to strategically respond. We also found that there

were a few unstated problems to address related to effects of the recent food scandals. These

three unstated problems were to regain trust, to gain customer loyalty and to return to profit.

Through the use of various tools we address these problems and provide suggestions to move

forward.

COMPANY OVERVIEW

The Chipotle brand opened in 1993. They specialize in fast-casual Mexican food. They

compete with brands such as Moes Southwest Grill and Qdoba. They claim to serve a few

things, thousands of ways because they have limited menu choices: burritos, burrito bowls,

tacos and salads. With a limited menu they have thousands of options because of customizations

with a variety of ingredients.

Chipotles creation aimed to provide one of the first fast-casual dining experiences. The

fast-casual dining experience is one that uses full-service restaurant quality, but has the speedy

service of fast-food. Fast-casual restaurants adopted the use of quality ingredients and cooking

them within the restaurant. The fast-casual restaurant also aims to have the friendly service of

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fine dining, but the convenience of fast-food. Fast-casual restaurants are the fastest growing type

of restaurant in the industry.

Chipotle considers the foundation of their menu to be the use of fresh ingredients,

although they are changing with the times. Theyve recently adopted an approach that requires

organic sourcing of their ingredients. They call this new approach Food with Integrity and they

have adopted it as their slogan. The use of home-grown ingredients couples with their brand

focus on environmental and societal impacts. These causes help the brand to guide their business

decisions.

They call their organically grown ingredients higher-quality ingredients. They believe

that these ingredients are a unique advantage to their business because of the causes they support.

They partner with local farms to produce their ingredients. They pick farms that allow animals to

be grass-fed, and free-range. They choose farms that are committed to organic and sustainable

growth of their ingredients. They believe these ingredients are better quality, and therefore a

better brand position.

OUTBREAK TIMELINE

Chipotle was challenged with a few crises related to outbreaks related to food safety at

their restaurants. The first outbreak occurred in August of 2015 in Minnesota. The outbreak

affected 64 people with Salmonella. The second outbreak occurred in December of 2015 in

Boston. The outbreak affected 138 people, primarily college students, with Norovirus. The third

and fourth outbreaks occurred from December 2015 into January 2016 in multiple states. The

outbreaks were both of E.coli. The third outbreak occurred in 11 states and infected 55 people.

Of these 55 people there were 21 hospitalizations. The fourth outbreak occurred in three states

and affected 5 people but did not result in hospitalizations. The CDC concluded their

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investigations into Chipotle in February of 2016. Improved food safety practices were created by

the company upon the conclusion of the CDC investigation.

Since the outbreak the brand has dealt with lost sales to their competitors. Qdoba took

over the spot as the leading Mexican restaurant chain. This has left Chipotle with a loss of sales.

To combat this the brand has created a customer loyalty program called Chiptopia. The

rewards program is based on the frequency of visits by the customer. The company has made

attempts to re-establish their brand as a trusted food source but has fell short in awareness.

Chipotle made several changes to their food safety processes to insure that outbreaks wouldnt

occur in the future. The marketing attempts to communicate changes were not simple enough for

their audiences. Expansive creative series of videos have the key messages but they are lost

through the story. These changes have not yet been enough to regain profit or category leadership

for the brand.

SURVEY

We received 124 responses over the course of the roughly two weeks our survey was

available for. The survey consisted of a total of 18 questions, although not every respondent was

asked each question. The survey flow was based on if a respondent had been to Chipotle or not.

If a respondent had not been to Chipotle they were asked questions related to the first purpose

detailed below, as well as why they had not given them a try. If a respondent had been to

Chipotle before they were asked every other question because of their experience with the brand.

All users were also asked basic demographic questions. What stood out to us about the

demographics of our respondents was that 76 respondents were 18-24 years old. We also found

that 94 respondents were female. These demographics are relevant because they are among the

primary audience Chipotle aims to reach.

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 We conducted an independent survey that had a few different purposes (or question

categories). A detailed list of survey questions can be found in Appendix B. The first purpose of

the survey was to get a general understanding of respondents views of the Chipotle brand.

Questions regarded if the brand was favorable as a dining option, and what words come to mind

regarding Chipotle. These general questions allowed us to get an overview of how positively or

negatively Chipotle is viewed. An overview of the insight we gained through these questions

would be that Chipotle received primarily ideal responses from our open ended What three

words come to mind regarding Chipotle question. Responses such as fresh, yum, and delicious

were largely used by respondents. Overall the brand attracted more positive or neutral (burrito,

Mexican, guacamole) words than negative. We also found that negative words were still

lingering related to the brand such as E.coli, sick and poisoning. This tells us that regardless of if

the respondent had been to Chipotle or not, there is awareness of both the positive and negative

aspects of the brand. The brands history with food safety still lingered enough to be noticed

though. This gives us a good idea of how audiences view the brand.

A second purpose of the survey was to understand the respondent's relationship with

Chipotle. Questions regarded how often they go the restaurant, and what motivates them to

choose Chipotle. These questions allowed us to understand how and why people may be

choosing the brand. A few insights stood out to us in this category such as lifetime experience

with the brand and recent experience. Our survey found that 80 respondents had been to Chipotle

at some point in their life. We also found that 61 respondents had been to Chipotle within the last

year. For us this means that a good majority of respondents have been to Chipotle since their

food safety issues in recent years.

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 A third purpose of the survey was to gain an understanding of if respondents were aware

of changes to the Chipotle brand. We aimed to use discrete questions that were unbiased, but

could still allow us to understand if damage to the brand was caused. Questions regarded if the

respondent was aware of changes to the brand, or if they felt proper safety procedures were in

place. These questions allowed us to gain a bit of understanding about any brand damage, as well

as awareness of Chipotles response. Insights gained from these questions regarded the effect of

the food safety concerns on the brand today. We found that a majority of respondents opinion of

Chipotle had stayed about the same in recent years (50 respondents). We also noticed within

that same question that somewhat worse (15 respondents) was elevated above the rest of the

responses which were each 5 respondents. We learned that a majority (55 respondents) had heard

of food safety concerns in recent years. We also found that a good majority also had not heard

about these concerns (24 respondents). We asked if the user had heard about any changes to food

safety procedures in recent years and found that a majority (45 respondents) had not. 33

respondents on the other hand had heard about changes. Together these insights allowed us to

understand the awareness of the past crises and awareness of the brands response to them. These

insights, among others, allowed us to understand the needs for the brand to use as a basis for

creating our strategic response.

LIMITATIONS

We found that there were a few possible limitations to our survey that could affect survey

responses. As always with surveys it is possible that respondents may have misinterpreted a

question or made an error in responding. Beyond that a second possible limitation could have

been that based on our survey location, primarily Wisconsin, that there were no outbreaks

affecting our local Chipotles. The closest outbreak to Wisconsin was in Minnesota, and that was

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an isolated incident compared to the rest of the outbreaks. Since there was no outbreak locally

there would have been less information to understand the extent of the outbreaks elsewhere.

Therefore the damage to the brand locally would be less than other places.

A third possible limitation also has to do with our location but in a different sense. We

distributed the survey as students of the University of Wisconsin - Green Bay. Many people in

our distribution network were students here as well. Chipotle primarily attracts millennials,

particularly college age students. It is possible that because survey respondents in majority were

their primary audience that they would be less affected because of their loyalty or likeness to the

brand. This college age audience was least affected by the outbreaks nationally. Therefore the

brand may still be favorable despite the outbreak. Coupled with our location not being near an

outbreak, it is likely we would have been less negatively affected by the outbreaks.

SWOT

Chipotles main strength is that they were able to keep young adults and teens loyal to the

brand throughout the outbreak. This audience keep a steady stream of business throughout the

months of the outbreak and the months afterwards. This was helpful in keeping some profits in

the fourth quarter in 2015. The second strength of Chipotle is that it is not a franchise. The

organization has been against franchising so that the executive board has more control over each

restaurant. This was helpful in implementing new safety procedures after the outbreaks. Chipotle

also believes in food with integrity. The company buys food from local, organic suppliers

rather than going through factory farms. This allows the company to bring consumers morally

right food.

Weaknesses that the company faces are other scandals the company has faced other than

the outbreak. A lawsuit was filed in December of 2015 against Chipotle for wage theft. The

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lawsuit was brought forth after 10,000 employees claimed that Chipotle would require them to

punch out but continue to work to meet budget goals. Since this was in the middle of the food

scandal, it didnt receive a lot of media attention until shortly after. During the summer after the

outbreak, the company faced even more negative attention when their Chief Creative and

Development Executive, Mark Crumpacker was charged with drug possession and accused of

having a connection to a cocaine delivery service. The last obvious weakness is the companys

lost trustworthiness of their food. Since the outbreaks, consumer no longer have the trust in

Chipotles ingredients that they used to.

Opportunities lie in regaining the trust that was lost. Chipotle has made great strides in

solidifying their safety procedures so that it rests on the restaurant itself to stop the spread of any

future outbreaks. According to the survey results, most of Chipotles consumers are unaware of

these procedures. If Chipotle can communicate that with their audiences, they have a greater

chance of getting loyalty back to their brand.

Threats surrounding the company is competitors. Moes Southwest Grill profited off

Chipotles scandal and pushed Chipotle out of their top position for casual Mexican restaurant,

which Chipotle held for years prior. Another threat is any potential outbreaks or negative

attention towards the brand in any way. If Chipotle is able to bring back the customers that were

deterred, any negative attention or other outbreaks could destroy it all over again.

Audience Analysis

For audience analysis, we chose the audiences that were most affected by the outbreak

and those who we want to focus on the most. We listed the lions of each, how they are affected,

and the best channels to reach them by, their beliefs, concerns, and their personal goals so that

we know the best way to address them moving forward.

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 Our first audience are the dedicated customers. The lions are the young adults and

teenagers that kept coming to Chipotle throughout the months of the outbreak. They are most

likely to stick with the brand through whatever happens. The best channel to reach the lions are

through social media and web advertisements. They belief that Chipotle has quality food and are

not worried about becoming sick. They may be concerned about Chipotle losing business and

potentially closing stores or going out of business. Their main goals are to advocate for the brand

and to have their dedication pay off through promotions and rewards.

Next are potential customers. We chose teenagers as the lions because they are part of the

dedicated customers they will bring their parents or friends to Chipotle, giving them more

potential to either be a loyal customer or casual customer. They may be willing to try chipotle but

unsure because of the recent outbreaks or that they might not like the type of food. Their goal is

to just have a quality dining experience.

Our suppliers are the farmers and rancher where we get our ingredients from. They have

the potential to be advocates because of the buy in with our brand. They also have a lot to gain

from our brand and lose as well. A rich channel, like meeting face to face, would be the best way

to reach them. We can also try to reach potential suppliers through traditional media as well.

Suppliers belief is that they have a quality product for Chipotle. They are worried that they

might be blamed for the outbreak, hurting their reputation. They want to offer a quality product

to Chipotle to keep the negative concerns away from them.

Chipotles casual customers have visited a restaurant a couple times but have not become

loyal customers. The lions would be adults potentially with families to be worried about. This

audience was the most deterred from our brand to competitors but they also have the potential to

become dedicated customers if we are able to regain their trust. The best channel to reach them

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by would be social media and traditional media. This audience can do without Chipotle and go to

a competitor that doesnt have the food safety concerns. This audience wants a safe and quality

dining experience.

Our competitors are the restaurants that gained Chipotles deterred customers. Moes

Southwest Grill is the lion because they gained the #1 spot casual Mexican restaurants. The best

way reach our competitors is through social media and traditional media to counter attack their

campaigns. Competitors belief is that they have a more quality restaurant than Chipotle. They

are concerned that Chipotle may come back from the setbacks of this scandal because they want

to be able to reap the benefits that Chipotles scandal has created for them.

Employees are an internal audience that are most influenced through the CEO and

executive board. Chipotle needs to be able to keep morale throughout the company to keep

productivity high. The best channels to reach this audience is through emails and to hold

meetings. Employees want to protect the brand so that they do not lose their jobs. They are

concerned with the company losing revenue and lack of control of the issue. Their goals are to

keep customers and regain trust from deterred customers.

Another important audience are the investors. The lions are the stockholders of the

company. They are financially affected if Chipotle does not do well. Chipotle can reach them

through holding meetings and through emails. Investors just want to make money and they are

concerned with losing it if Chipotle does not come back from the scandal.

Opponents were typically found on social media. They have the potential to influence

customers from word of mouth tactics. If Chipotle wanted to reach this audience, it would be

through social media. Opponents belief is that Chipotle is not a safe or quality dining option.

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They are concerned about their friends getting sick from the food. Their goal is to sway others

opinions against Chipotle.

The medias lions include the major news aggregates such as NBC, CNN, Fox, and CBS.

They were influencers and affected the publics perception of Chipotle. The best way to reach

members of the media is through News Releases and emails. The media beliefs that the public

deserves to know the truth about the outbreak. They are concerned that if they show Chipotle in a

positive light, they might have pushback from opponents. Their goal is to report honest and

timely news.

GOST

Our first goal is to re-create relationship with audience. The objective is to regain

customer loyalty by 40 percent. The first strategy we have to do that with is to reassure

consumers of Chipotles practices ensure quality food by making procedures more transparent.

We will do this in a few ways. The first is to have farm to finish video showing the process of

the food at the farm, to the preparation table, to being served to a customer. We will have the

video campaign run through our social media sites and websites. We will also have a shorter

more condensed version of the video to put on TV commercials and have them go to the website

to watch the whole story if they are interested. We will also have a sign at every restaurant

telling the customer what farm the food is coming from each day.

Our second strategy for this goal is to host an event on a farm that Chipotle donates food

they get produce from and create a fund to give scholarships to students focused in agriculture.

The event will be held on a local farm (either a livestock farm or a fresh produce farm) on the

outside of Denver, CO. We chose Denver because it is the original location of the first Chipotle

which helps connect the company back to its roots. This is the way to give back to the

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community and keep Chipotles quality strong. All of the money raised will go back to the

community by giving it back to local agriculture groups (FFA, 4-H, etc.) around the US through

scholarships. We will have a special offer to consumers on the same day of the event for a buy

one get one for a $1 menu item. This gives the consumers the opportunity to participate in the

event all around the US. All profits from this promotion will go into the fund to give back to

local agriculture groups around the US through the same scholarship program.

Our second goal is to rebuild the reputation as a quality restaurant. We would like to

regain brand reputation by 25%. Our first strategy to do this is to show the consumers where the

food is coming from. We will have a campaign that shows an advisory council/executive board

going to the farms and checking the quality standards. This helps show the consumers who is

growing their produce. Chipotle will also implement a checklist of safety procedures that the

farms must be doing to fit Chipotle's standards. If farms are not meeting this standard they will

be removed from the supply change.

Our next strategy is to emphasize buying local and giving back to the community. Each

store will have produce that is within a 200 mile radius of the store to insure quality and give

customers a sense of community by supporting local farms. Finally, we will distribute a survey

and hold focus groups to get feedback. The data will be gathered for a year after implementation

to see if there has been a positive growth and improvement as a brand.

Risk Management Grid

We thought that before our PR plan Chipotle was in the controllable but unobservable.

They had safety procedures in effect but it was unpredictable that the outbreak was going to

happen. Had they known they would not have continued putting the contaminated ingredients

product out for consumers. By adding the new safety procedures they are making visible for not

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only the company but consumers to see that their food is safe. By showing them the step by step

process of where the food is coming from and how it is prepared it become observable and

controllable.

Budget

We were given a $500,000 budget. For our TV advertising market we allocated $75,000

and we looked into smaller market rates. We are going to be focusing on the markets that were

affected by the outbreak. Each ad averages about $850 and will be run multiple times. We

allocated $25 thousand to go toward social media promotions and boosts. For the event held in

Colorado we allocated $50,000 to cover the cost of food, event set up, etc. that will go along with

this event. For the buy one get for a $1 we allocated $200,000 to help fund the $1 menu item.

We set aside $50,000 dollars to create a scholarship fund for students around the United States

who have a particular interest in agriculture. We left $100 thousand for contingency just in case

we ran into unforeseen problems with the event or promotion needs more funds. We also have

this contingency to ensure that we had funds if there was another food outbreak or crisis.

Bang for the Buck

We completed the Bang for the Buck chart and this really helped us get the framing of the

case for us. By looking at this chart it helped us focus on what we needed to include and what

we should avoid doing. The How for our case is how is the food being processed, cleaned, and

served now? The food needs to be quality and everything is done correctly. With people being

concerned with the food safety it is crucial that we are transparent with the entire process of

preparing the food. That is why it is our first priority.

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 The second one is the where. Where is the food coming from? This is important to

stress because the issue people were having was that they didnt trust the quality of food. Giving

them the opportunity to see where the food is coming from will help regain trust.

Our third choice was the So what? By changing the safety procedure and focusing on

where the food comes from can help us focus on the target audiences needs. By making sure the

food is safe we can focus on the customers and their needs. Chipotle and also start working on

other projects to engage and keep the customers happy.

Our fourth part of the chart is the Why. Why is it important that we are changing our

safety procedures to be stricter? People were concerned that employees were not using best

practices when preparing and serving the food. Giving them this reassurance that there is a

proper procedure and being more transparent will give them more trust.

Our fifth ranking is the When. When did the outbreak start to occur and when was it found?

We placed this higher because we did not want to focus on the timeline of the outbreak and the

reactions that happened.

The sixth category is the What. What happened with the whole event? However, we

placed this high because we didnt want to talk about the past and the outbreak including the

people who got sick. We wanted to focus on the future and how Chipotle will change its practice

rather than what happened in the past.

Our seventh and final placing is the Who. Who is to blame for the outbreak? The

reason we do not want to focus on this is because no one person or reason was found for starting

the outbreak with Chipotle's food. We dont want to place blame on any one person or farm.

With our plan we are focusing on making sure our farmers and farms have high standards and

want to make sure they are treated well.

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Rejected Solution

We talked about including other scandals that we found in our company but we thought

that Chipotle handled it well. We discussed having a competition to create a new menu item but

feared that customers would make it into a troll about the scandal furthering the harm of the

reputation. Finally, the Pimp-my-farm on Facebook live where we would go to the farms to see

the produce and meet the farmers. However, we thought it might be a bad idea because on a

farm it is hard to control the situation and environment.

Continuous Improvements

After the question and answers session and feedback from peers and instructors we have

thought about the following the issues. The issue that was brought to our attention about our

plan is that is the problem that we identified the real issue? Part of the pushback was that people

may not trust the local and organic farms to have the quality food that Chipotle wanted. Should

Chipotle have looked at this problem and changed its internal branding if the consumers are not

trusting the brand as it is now. Should they change to how the other companies get their food by

mass producing and have complete control of what happens to the food internally. We have

thought about this and have concerns that our customers would not like the movement to a mass

produced/factory farm style of business. With further research and thought into this idea we

could work on applying aspects of it to our PR plan for Chipotle.

So What?

Chipotles recent PR campaign never truly addressed the mistrust the audience had for

them. Chipotle needs to rebuild their relationship to regain their status they had before the

outbreak. With these improvement we feel Chipotle can regain the trust of their customers.

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References

Addady, M. (2016, August 30). Chipotle is being accused of wage theft by almost 10,000

employees. Retrieved February 21, 2016, from Fortune website.

Center for Food Safety and Applied Nutrition. "Outbreaks - FDA Investigates Multistate

Outbreak of E. coli O26 Infections Linked to Chipotle Mexican Grill Restaurants." U S

Food and Drug Administration Home Page. Center for Food Safety and Applied

Nutrition, n.d. Web. 21 Mar. 2017.

"Chipotle outbreak: Norovirus suspected in Boston." CNN. Cable News Network, n.d. Web. 21

Mar. 2017.

"Food with Integrity." Chipotle. N.p., n.d. Web. 21 Mar. 2017.

Food Safety. Chipotle. N.p., n.d. Web. 21 Mar. 2017.

Chipotle. Chipotle. N.p., n.d. Web. 21 Mar. 2017.

Olson, E. (2016, July 10). After food safety and drug scandals, chipotle seeks a fresh start

[Newsgroup post]. Retrieved from New York Times website.

Strom, S. (n.d.). Indictment links chipotle executive to new york drug ring. New York Times.

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Appendix A: 100 Facts
100 Facts
1. As of Jan. 27, 2016 there was a total of 5 people infected with a strain of e. Coli (21 reported hospitalized)
2. Outbreaks in California (3), Delaware (1), Illinois (1), Kentucky (1), Maryland (1), Minnesota (2), New York (1), Ohio (3), Oregon
(13), Pennsylvania (2), and Washington (27)-STEC O26 strain of E. coli
3. Five people infected with rare STEC O26 strain of E. coli-Kansas(1), North Dakota (1), and Oklahoma (3)
4. There were no deaths from the outbreak
5. Chipotle closed 43 restaurants in Washington and Oregon in early Nov. 2015 and reopened later in the month
6. No employees were sick
7. Chipotle implemented additional safety procedures and audits in all 2,000 restaurants
8. No food item was identified as causing the outbreak
9. 57 percent of people affected by first outbreak and 80 percent of the second outbreak were female
10. Young adults and teens were not deterred from chain
11. Young adults represent the largest share of Chipotles traffic
12. Ones deterred went to Chick-fil-A, Wendys, Burger King and McDonalds
13. 75 lawsuits filed against them
14. Chipotle is based in Denver
15. CDC declared investigation over on Feb.1st, 2016
http://www.cnbc.com/2016/02/01/cdc-declares-chipotle-linked-e-coli-outbreak-over.html
http://www.fda.gov/Food/RecallsOutbreaksEmergencies/Outbreaks/ucm470410.html
OTHER PROBLEMS WITH THE BRAND/LAWSUITS
16. "Chipotle routinely requires hourly-paid restaurant employees to punch out, and then continue working until they are given permission
to leave," according to the class action lawsuit known as Turner v. Chipotle. It's named after a former Chipotle manager in Colorado,
Leah Turner, who claims she had to work without pay and was told to make workers under her do the same in order to meet budget
goals. Chipotle denies any wrongdoing and says the case has no merit. The company says it has paid all wages it owes employees.
Chipotle has faced similar lawsuits before, but this is the first time there has been such a large class action case against the company
for wage theft. As of Friday, 9,961 current and former workers have sent in consent forms to join the lawsuit. They come from about
every state that Chipotle operates in, according to lawyer Kent Williams of Williams Law Firm, who is representing the employees in
Turner v. Chipotle. "Chipotle has argued this is a few rogue managers who aren't following policy. Our view, especially given the
number of people opting in, is that it's a systemic problem at Chipotle," says Williams.
http://money.cnn.com/2016/08/29/news/economy/chipotle-lawsuit-nearly-10000-workers/
DECEMBER 2015 NOROVIRUS, E. COLI, SALMONELLA
17. The Mexican restaurant chain reopened a store in Boston that it was forced to close after 141 college students were infected with
norovirus earlier this month.
a. Boston College said more than 140 people, including members of the men's basketball team, got sick with symptoms
consistent with norovirus. All but 12 of those students confirmed they had eaten at the Chipotle restaurant in Cleveland
Circle.
17. The CDC said last week that 53 people in nine states -- Illinois, Maryland, Pennsylvania, California, Minnesota, New York, Ohio,
Oregon and Washington -- had become ill in the E. coli outbreak.
a. The reopening comes after last week's second E. coli outbreak, which affected five people who had eaten at Chipotle
restaurants in Kansas, North Dakota, and Oklahoma.
b. In October and November, Chipotle (CMG) was forced to close stores in nine states after 53 customers were infected with
E. coli -- the first outbreak.
17. Before that, in August, a Salmonella outbreak in Minnesota affected 64 people.
17. Chipotle's stock has plummeted in recent months. On Tuesday, it was $493 a share -- a 35% drop from its all-time high in August of
roughly $759.
17. It also estimated that the first E. coli outbreak would cost between $6 million and $8 million. These expenses included the cost of
replacing food, conducting lab analyses and environmental swabs and hiring epidemiology and food safety experts.
17. Spokesman Chris Arnold told CNNMoney that Chipotle is focused on developing an improved food safety plan in order to become an
"industry leader in food safety."
17. One such implementation involves the washing and prep of vegetables. Tomatoes used in the restaurant's salsa are now also washed
and tested for pathogens after being diced. A consultant for Chipotle said the company's new practices would reduce "risk to a level
near zero."
http://money.cnn.com/2015/12/29/news/companies/chipotle-e-coli-outbreak-outlook/?iid=EL
http://www.cnn.com/2015/12/08/health/boston-chipotle-norovirus/?iid=EL
CDC REPORT
24. As of January 27, 2016, the CDC reports a total of 55 people infected with the outbreak strain of STEC (Shiga toxin producing E. coli)
O26 from a total of 11 states in the larger outbreak: California (3), Delaware (1), Illinois (1), Kentucky (1), Maryland (1), Minnesota
(2), New York (1), Ohio (3), Oregon (13), Pennsylvania (2), and Washington (27). There have been 21 reported hospitalizations. The
majority of these cases were reported from Oregon and Washington during October 2015.
24. In December 2015, the CDC reported five people infected in three states with a different, rare strain of STEC O26: Kansas (1), North
Dakota (1), and Oklahoma (3). Interviews were conducted with five ill people, who all reported eating at Chipotle Mexican Grill
restaurants. There were no reports of hemolytic uremic syndrome (HUS) and no deaths in either outbreak.

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 24. Chipotle Mexican Grill closed 43 restaurants in Washington and Oregon in early November 2015 in response to the initial outbreak.
24. All these restaurants reopened in November 2015.
24. Chipotle Mexican Grill worked in close consultation and collaboration with health officials throughout the investigation to determine
whether it was appropriate
Chipotle reports taking the following actions, among others, prior to opening:
29. Confirming that all microbial testing performed by the company did not yield E. coli (more than 2,500 tests of Chipotle's food,
restaurant surfaces, and equipment all showed no E. coli)
29. Confirming that no employees in these restaurants were sickened from this incident
29. Expanded testing of fresh produce, raw meat, and dairy items prior to restocking restaurants
29. Implementing additional safety procedures, and audits, in all of its 2,000 restaurants to ensure that robust food safety standards are in
place
29. Working closely with federal, state, and local government agencies to ensure that robust food safety standards are in place
29. Replacing all ingredients in the closed restaurants
29. Conducted additional deep cleaning and sanitization in all of its closed restaurants (will conduct deep cleaning and sanitization
additionally in all restaurants nationwide)open these restaurants.
29. The FDA conducted tracebacks of multiple widely-distributed ingredients. Traceback can be difficult with Mexican-style foods given
they are often complex dishes containing multiple ingredients. No product of interest was identified. Even without a definitive item to
follow, the FDA traced back to their origins some widely distributed ingredients in an effort to identify a source for the outbreak.
Unfortunately, the distribution path did not lead to an ingredient of interest.
http://www.fda.gov/Food/RecallsOutbreaksEmergencies/Outbreaks/ucm470410.htm?
source=govdelivery&utm_medium=email&utm_source=govdelivery
ON SAFETY AND INGREDIENTS
37. Since we opened the first Chipotle restaurant more than 22 years ago, we have served fresh, wholesome ingredients prepared using
classic cooking techniques. Its always been a top priority to make sure that our delicious food is safe to eat.
37. Ensuring that all of our fresh ingredients are as safe as possible is a serious effort. Not only do we need to work closely with our
suppliers to ensure that the ingredients we buy are safe, but we also need to make sure that once those ingredients reach our
restaurants, they are handled and prepared in the safest way possible. Explore this page to learn about how we do that.
https://chipotle.com/foodsafety
Steve Ells, Founder & CEO of Chipotle:
39. Since I opened the first Chipotle more than 23 years ago, we have strived to elevate fast food, by using better ingredients which are
raised responsibly, without synthetic hormones, antibiotics, added colors, flavors or sweeteners typically found in processed fast food.
And Im very proud of that.
39. But in 2015, we failed to live up to our own food safety standards, and in so doing, we let our customers down. At that time, I made a
promise to all of our customers that we would elevate our food safety program.
HERE ARE THE IMPORTANT CHANGES WE MADE:
41. 1. Supplier Interventions Our suppliers have implemented additional, proven steps that eliminate or dramatically reduce food safety
risks before the ingredients ever reach Chipotle.
a. WHAT IT IS An intervention is an action taken at some point in an ingredient lifecycle that reduces or eliminates food
safety risks. Interventions can be applied to all different types of ingredients. In addition to the already rigorous food safety
standards in place at each of our suppliers, we have partnered with them to implement additional, proven steps.
b. WHY IT'S IMPORTANT As preventative controls, these interventions reduce or eliminate food safety risks before
ingredients ever reach Chipotle restaurants. These interventions add another layer of safety on top of the rigorous food
safety standards in our restaurants.
c. HOW IT WORKS We require our suppliers to implement preventative systems, including validated HACCP plans and
advanced technologies to further control food safety risks. These supplier controls are scientifically evaluated, advanced
technologies: such as high pressure processing which does not rely on chemicals and leaves no residues. We require our
suppliers to document the effectiveness of their food safety interventions used in harvesting and preparation. After
harvesting and preparation practices are proven safe, we require that our suppliers routinely verify the effectiveness of their
food safety interventions by using microbiological testing methods recognized by FDA and USDA. Microbiological testing
is used to build effective food safety processes for every ingredient in our recipes. Our requirements place much of the
focus on the up-front design of safe food processes and we use testing to validate control of harmful bacteria in all meat,
chicken, dairy, and produce ingredients.
41. 2. Advanced Technology We are pioneering advanced technologies including using high pressure to eliminate any possible food safety
issues without changing the flavor of the ingredient.
a. WHAT IT IS These are processes and techniques that eliminate pathogens in a way that does not affect the taste or nutrition
of the raw ingredients. While good practices on farms and in restaurants are effective in minimizing food safety risks,
advanced food safety technologies that eliminate harmful bacteria in raw ingredients are becoming increasingly available.
b. WHY ITS IMPORTANT At Chipotle, it is our priority to source the freshest ingredients we can find, and then prepare
them using classic cooking techniques. Employing techniques and technologies that minimize any food safety risks while
not impacting the flavor of our food is very important to us.
c. HOW IT WORKS High pressure processing: This practice relies on applying very high pressure under refrigeration, which
inactivates harmful bacteria that may be present. One of the advantages of High Pressure Processing is that does not cause
any deterioration of the nutritional and sensory aspects of food. Sous vide: Sous Vide (meaning under vacuum in French)
is a process by which foods are placed in a vacuum-sealed package and heated at low temperatures for extended periods of
time. Its a method of cooking employed by many of the worlds great chefs because it can result in more tender
ingredients. It is also a recognized and validated intervention for controlling harmful bacteria. Our Sous Vide process is

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 performed under continuous USDA inspection and monitored using sophisticated data collection including continuous
temperature monitoring. We currently use this technique for our steak. Once the steak has been heated at low temperature
for a precise amount of time, it is then marinated in and grilled in our restaurants. The result is steak that is smoky, tender
and flavorful. Blanching: Blanching is a process through which an ingredient is very briefly submerged in hot water in
order to destroy harmful bacteria. Many people are unaware that fresh fruits and vegetables can harbor harmful bacteria on
their skins, but its not uncommon. While washing fruits and produce does reduce the number of pathogens, our rigorous
study and testing has proven that boiling water is dramatically more effective. While boiling water may not seem
particularly advanced we have performed detailed scientific studies that quantify the specific benefitsand the best
techniquesfor this procedure. We blanch our bell peppers, lemons, limes, oranges, jalapeos, onions, and avocados
making them dramatically safer but leaving them just as delicious as ever.
41. 3. Farmer Support & Training We are providing funding and training to local farms so they can meet our elevated food safety
requirements.
a. WHAT IT IS Through our Local Grower Support Initiative, we are providing training and funding to our local farmers so
they can implement higher quality and food safety standards.
b. WHY ITS IMPORTANT Its very important to us to source ingredients that are raised responsibly with respect for
animals, the environment, and the farmers who produce the food. But not all farmers are able to invest in the processes and
techniques that ensure their food will meet our elevated food safety requirements. This program allows us to continue to
support smaller local farms by providing the funding and training they need.
c. HOW IT WORKS Chipotle has partnered with Azzules Local Farmer Program to provide on-site food safety training and
audits of local growers throughout the country. Azzule has the infrastructure and expertise to design and conduct food
safety audits that ensure our local growers have proper HACCP in place and meet our safety and quality requirements. This
includes implementing procedural changes in the field and during packing, as well as updating equipment and other aspects
of the physical plant at each farm. Once Azzule has performed an audit, those results are then reviewed by our internal
team, led by James Marsden, PhD, and Arturo Tanus, PhD, who ensure that the local grower meets all of our requirements
and independently evaluate the growers HACCP plans and safety documentation.
41. 4. Enhanced Restaurant Procedures We deployed robust, industry leading new food safety procedures in our restaurants including new
handling procedures for produce, citrus and meats as well as comprehensive sanitizing protocols.
a. WHAT IT IS The maintenance of a clean environment in our restaurants and safe food handling practices assure the safety
of the foods we serve. We have implemented new state of the art sanitation procedures and HACCP (Hazard Analysis and
Critical Control Point) systems designed to assure restaurant sanitization and food preparation practices.
b. WHY ITS IMPORTANT These enhanced procedures in our restaurants help to ensure any pathogens that may have
survived through the supply chain are eliminated in the restaurants. They also ensure that the restaurants themselves dont
become a source of contamination.
c. HOW IT WORKS The HACCP systems implemented in our restaurants identify the critical processes that must be
controlled and monitored in order to assure food safety. Daily HACCP logs are monitored continuously by the food safety
leader in each restaurant to provide the greatest possible assurance and data collection. The food safety leader is the senior
manager on duty during each shift and is responsible for checking that all food safety procedures are carefully followed. In
addition, more robust food safety procedures, including those regarding cleaning and sanitization have been adopted to
ensure we have the best practices in place to prepare and serve our food. We have adopted the use of a natural disinfectant
that virtually eliminates harmful bacteria and viruses from the restaurant environment. We have also implemented new
food handling procedures and apply validated antimicrobial interventions for our food to mitigate food safety risks. These
sanitizing procedures are routinely verified using advanced testing methods by a third party.
41. 5. Food Safety Certification We require that our managers and field leaders are certified in food safety by a nationally recognized
institutiona first for any national restaurant chain.
a. WHAT IT IS Food safety certification is an educational process during which participants learn detailed information about
food safety, temperature control, cleaning and sanitizing, cross-contamination control, safety regulations and more.
b. WHY ITS IMPORTANT Nothing is more important that the safety and well-being of our customers and our employees.
Empowering our employees with the knowledge they need to be confident in their abilities is critical to ensuring our food
is as safe as it can be. We are dedicated to providing the knowledge and training our employees need in order to ensure that
food safety is always a top priority.
c. HOW IT WORKS We require our in-restaurant teams and field leadership to be trained and certified in food safety by
specialized, third-party institutions. This includes kitchen managers, service managers, apprentices, general managers, and
restaurateurs (often six to eight managers per restaurant) receiving ServSafe training. In addition, our field leaders are
being trained and certified in the Hazard Analysis and Critical Control Point (HACCP) system. The HACCP certification
required of these field leaders meets the requirements established by the International HACCP Alliance. This level of
HACCP and food safety training is unprecedented in the restaurant industry.
41. 6. Restaurant Inspections We dramatically increased the number, and intensity, of restaurant inspectionsboth by independent
auditors and our internal teams.
a. WHAT IT IS Restaurant inspections are rigorous point-by-point inspection of hundreds of items within the restaurant.
These include temperature controls, food handling and labeling, equipment inspections, procedure validations, illness
policy awareness, and crisis management knowledge.
b. WHY ITS IMPORTANT Food Safety inspections and audits provide regular, real-time feedback on the performance of
each restaurant, allowing us to identify best practices and restaurants in need of improvement. The inspections and audits
are intended to help us identify opportunities to continuously improve food safety controls in every Chipotle restaurant.
c. HOW IT WORKS Over the course of the last year, we have dramatically increased the number of inspections each
restaurant undergoesboth by our internal teams and by independent auditors. These inspections are in addition to those
carried out by state and local health departments. Our Field Leaders, each of whom is trained for these assessments,
evaluate every restaurant weekly to bi-weekly to assure that food safety requirements are being met. In addition, we have
partnered with an independent food safety audit division of Ecolab to provide rigorous quarterly food safety audits of every
Chipotle restaurant in the United States. Finally, Food Safety Audits are also conducted by the Safety and Security Risk

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 Group at Chipotle. Our inspections and audits are then augmented by a centralized review of every health inspection
conducted by local government officials, which is shared with our operations teams and acted upon swiftly.
41. 7. Ingredient Traceability We implemented an advanced electronic tracking system to ensure that ingredients can be monitored and
quickly removed from our supply if necessary.
a. WHAT IT IS Chipotles ingredient tracking system, otherwise known as our traceability program, is a computerized
system that tracks items across the supply chain. Starting at the farm, continuing through our distribution centers, and
ending in our restaurants, our Traceability program allows items within our supply chain to be tracked using laser-scanned
barcodes. These barcodes are not unlike the UPC labels on products at the grocery storeplaced on every box coming
from our suppliers, so we know where each one came from. This program allows us to pinpoint individual lots or
shipments of an ingredient anywhere along its journey. Chipotle is among the first major fast food companies in the United
States with the capability to track ingredients from the farm to the restaurant.
b. WHY ITS IMPORTANT The ability to track our ingredients anywhere along their journey from the farm to our
restaurants is central to our food safety program. Thats because we need the ability to respond quickly to a report from a
farmer or other supply partner that an ingredient may need to be recalled and removed from our supply.
c. HOW IT WORKS Each ingredient and supplier is identified by a Global Trade Item Number (GTIN) and each case of
ingredients is labeled using barcode labels containing the product name, batch number or lot number and pack date and/or
use-by date. Products are then prepared to be shipped using another barcode which identifies that shipment and each of the
individual boxes contained within. Then, the packages are scanned at every step along the way, much in the same way
package delivery companies track overnight packages along their journey. All of this information resides in a central
system that links it all together, allowing Chipotle and our suppliers to monitor all of our ingredients on their journey from
the farm to you.
41. 8. Advisory Council We created an independent advisory council comprised of industry experts who continually review our
procedures and provide insight into new food safety advancements.
a. WHAT IT IS A group of food safety experts dedicated to evaluating and improving the food safety program at Chipotle.
Our Food Safety Advisory Council is comprised of leading independent food safety experts and Chipotles new Executive
Director of Food Safety.
b. WHY ITS IMPORTANT In order to ensure that Chipotles Food Safety program is as strong as possible, it is critical to
supplement the expertise of our internal team with independent guidance and validation from experts outside the company.
By combining Chipotles food safety team with a group of industry-leading experts, we are working to ensure that
Chipotles Food Safety program will continually evolve and improve.
c. HOW IT WORKS This group, headed by Dr. James Marsden, Chipotles Executive Director of Food Safety, will
continually review Chipotles food safety procedures and strategies, validating existing initiatives and advising on
opportunities for improvement. The council will meet regularly and report to Chipotles Board of Directors quarterly.
41. Our commitment to you is that every day, in every restaurant, we will serve food that is safe, delicious, and made with ingredients
raised with care.
41. I never could have imagined that one burrito restaurant would become the company it is today. On behalf of our entire team, we look
forward to continuing with you on our quest to make better food accessible to everyone.
http://chipotle.com/openletter
https://chipotle.com/foodsafety
MISC. WEBSITE INFO
51. USA, Canada, France, Germany, and UK locations
51. WHOLE OR NOTHING REAL INGREDIENTS JUST TASTE BETTER. We're all about simple, fresh food without artificial flavors
or fillers. Just genuine raw ingredients and their individual, delectable flavors. We source from farms rather than factories, and spend a
lot more on our ingredients than many other restaurants. We wouldn't have it any other way.
51. CULINARY CHOPS WE ACTUALLY COOK IN OUR KITCHENS. Great ingredients deserve great preparation. Morning to night,
our skilled crews use classic cooking techniques on the meticulously sourced meats and produce that are delivered regularly to each
restaurant. It's no coincidence that our founder and Co-CEO is a classically trained chef.
51. G-M-OVER IT ONE STRONG STANCE DESERVES ANOTHER. In 2013, Chipotle made headlines for becoming the first national
restaurant chain to voluntarily disclose the presence of GMOs in our food. In 2015, we succeeded in our quest to switch to serving
food made only with non-GMO ingredients. Learn more about why we're saying "Farewell" to GMOs.
51. ON THE FARM RESPONSIBLY RAISING THE BAR We care deeply about where our ingredients come from. While industrial
farming practices have evolved to maximize profits and production, we make an extra effort to partner with farmers, ranchers, and
other suppliers whose practices emphasize quality and responsibility. See how we're making choices with farmers, animals, and the
environment in mind.
51. FARMS We believe that small farms come in many sizes, that it's more about what you do than how big you are. Our suppliers share
many of our values. Here are two to chew on. Long-Term Partnership We develop close relationships with many of the farmers,
ranchers, and other suppliers who produce the ingredients we serve every day. Learn more Respecting the Soil We partner with farms
that prioritize the long-term health of their land. Learn more
51. ANIMALS We think that animals raised outdoors or in deeply-bedded pens are happier and healthier than those raised in confinement.
With our suppliers, we take a firm stand on two things. Giving them Space We're serious about pasture-raised animals that have room
to be animals. Learn more Healthy Livestock There's no place for nontherapeutic antibiotics and synthetic hormones on the farms that
produce our ingredients. Learn more
51. ENVIRONMENT Every choice we makeabout who we work with, what we serve, and what we stand foraffects the bigger
picture: the health of the planet. Nutrient-rich soil reduces the need for pesticides and synthetic fertilizers, buying locally reduces
vehicle emissions from transportation, and humane animal husbandry means diminished reliance on antibiotics. As we strive each day
to be better, we keep in mind that everything is connected.

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 51. CULTIVATING A BETTER WORLD We've always done things differently, both in and out of our restaurants. Check out how we're
changing the face of fast food, starting conversations, and directly supporting efforts to shift the future of farming and food. We hope
you'll join us as we continue to learn, evolve, and shape what comes next.
https://chipotle.com/food-with-integrity
CHARITY WORK
60. Chipotle Mexican Grill established the Chipotle Cultivate Foundation in 2011 to extend its commitment to creating a more sustainable
food future. The foundation is dedicated to providing resources and promoting good stewardship for farmers; promoting better
livestock husbandry; encouraging regenerative agriculture practices; and fostering food literacy, cooking education, and nutritious
eating. Since its inception, the foundation has contributed more than $3 million to likeminded organizations committed to cultivating a
better world through food.
60. Over the last several years, Chipotle has contributed more than $2 million to help fund initiatives that support sustainable agriculture,
family farming, culinary education, and innovation that promotes better food. The Chipotle Cultivate Foundation is a non-profit
organization established by Chipotle Mexican Grill to continue and strengthen its philanthropic efforts.
https://www.cultivatefoundation.org/about
62. The scarecrow Join Chipotle and the scarecrow on a journey to bring real food back to the people. Watch the film, play the game, and
download the soundtrack to directly support the Chipotle Cultivate Foundation. Produced by Chipotle, The Scarecrow film is a
companion to the free game by the same name for iPod, iPhone, and iPod Touch. The film depicts a scarecrows journey to bring
wholesome food back to the people by providing an alternative to the processed food that dominates his world. The film was created
by Academy Award winning Moonbot Studios and is set to a remake of the song Pure Imagination from the 1971 film classic
Willy Wonka and the Chocolate Factory, performed by Grammy Award winning Fiona Apple.
http://scarecrowgame.com/
63. Coldplay's haunting classic "The Scientist" is performed by country music legend Willie Nelson for the soundtrack of the short film
entitled "Back to the Start." The film, by film-maker Johnny Kelly, depicts the life of a farmer as he slowly turns his family farm into
an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Both the film and the
soundtrack were commissioned by Chipotle to emphasize the importance of developing a sustainable food system.
https://www.cultivatefoundation.org/get-involved/back-to-the-start
ISSUES THEY STAND FOR:
64. Family Farms When most people think of farming, they often conjure up pastoral images of farm life red barns, white picket
fences, and animals grazing outdoors. The reality of farm life, however, is often starkly different. Large-scale industrialized farms
have largely replaced the independent family farms as the primary suppliers of meat, dairy and vegetables within the United States.
Industrial farming operations use large-scale factory farming techniques designed to drive the cost of food production as low as
possible, which may appear to benefit food consumers. In 2010 Americans spent 9.4% of their disposable income on food as
compared to 17.5% in 1960.1 But many people argue that the cost of the food from industrialized farming operations is artificially low
because some of the cost of production is shifted to other parts of the system in terms of animal suffering, environmental degradation
and the deterioration of local farming communities. Over the last 50 years, the total number of U.S. farms has plummeted nearly 40
percent, from 3.82 million to 2.2 million, due in part to the expansion of large-scale operations and the development of farm land for
other uses.2 While small family farms still represent 88% of the total farms, they account for just 16% of the food produced and many
of their operators struggle in the face of larger, better financed competitors. The disappearance of small farms has shown to have
significant impacts on their local economies. Studies have shown that small farms provide more local jobs and purchase more supplies
from other local businesses than their industrial counterparts, creating a multiplier effect to support the community. Chipotle Cultivate
Foundation believes that food can be produced efficiently and at a reasonable cost without resorting to techniques that place an
unnecessary burden on the environment, the animals or the farmers and their local communities. By continuing Chipotles support of
organizations such as Farm Aid, FamilyFarmed.org, and the Niman Ranch Scholarship, we hope to support and strengthen the
independent family farmers who are committed to more sustainable farming practices.
64. Animal Welfare and the Environment The Chipotle Cultivate Foundation supports people and organizations that are working to
develop an affordable, sustainable pasture-based system of animal production in the United States. Animals raised on open pastures
tend to enjoy an overall higher quality of life than those raised in confinement. They are free to roam and can exhibit their natural
instincts in a way that is not possible in crowded confinement operations. Raising animals on pastures tends to be more
environmentally friendly because the impact of the animals, including soil erosion and the quantity of manure, is reduced and spread
over a larger area.1 Pasture-based systems also generally require less energy for the production and transportation of feed2 and can
reduce or eliminate the need for antibiotics, which are often necessary to prevent disease in animals raised in high-density confinement
operations. Currently, pasture-raised supplies of most types of livestock and poultry are limited and can be more expensive than
conventionally raised alternatives. However, the increasing demand for more sustainably raised meats presents an opportunity to
further develop the supply of pasture-raised livestock and poultry. As the supply of pasture-raised livestock and poultry increases to
catch up to increasing demand, we believe the cost will ultimately fall. To that end, the Chipotle Cultivate Foundation supports
farmers and ranchers who are working to raise animals using pasture-based systems.
64. Health and Education Obesity rates in America are at crisis levels. Numerous sources have indicated that more than two-thirds of
American adults and nearly one-third of American children are overweight or obese.1 If we do not reverse the trend, the next
generation of Americans may have a shorter lifespan than their parents. Government, non-profits, foundations and families are
scrambling to figure out ways to make healthful food more accessible and to teach Americans to seek out and appreciate fresh,
nutritious meals. A key part of that battle is educating children about what they are eating and where their food comes from. As a
recent study showed, children who learn about food in school gardens, the classroom, and the cafeteria show an increased knowledge
of nutrition, a preference for leafy greens, a positive attitude about healthy school lunch, and a firm grasp on how food affects the
environment. At the Chipotle Cultivate Foundation, we believe that eating a balanced diet of whole, unprocessed foods tastes better
and is better for you. Through grants to partners such as those previously supported by Chipotle, including Jamie Oliver's Food
Revolution, the Lunch Box, and Veggie U, we will help to educate Americans about the pleasures and benefits of eating well.

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 64. Over the years, Chipotle Mexican Grill has made significant contributions to help fund initiatives that support sustainable agriculture,
family farming, culinary education, and innovation that promotes better food. This has included such beneficiaries as Jamie Olivers
Food Revolution, The Lunch Box, The Nature Conservancy, Niman Ranch Scholarship, Culinary Institute of America, The Land
Institute, Veggie U, and FamilyFarmed.org. The Chipotle Cultivate Foundation was established to continue the tradition of giving
started by Chipotle. Our grant making focuses on supporting family farms who are committed to sustainable farming practices,
organizations that are working to develop an affordable, sustainable pasture-based system of animal production, and organizations
promoting better food through innovation or education. Our foundation accepts grants by invitation only, but we are eager to hear
about your organization and your project. You can contact us here to share information.
https://www.cultivatefoundation.org/issues
STILL CHARITY WORK
68. International Rescue Committee
$500,000 | 2014
The Kitchen Community
$250,000 | 2014
The Ecology Center
$100,000 | 2014
Food Corps
$500,000 | 2015
Glynwood Center
$50,000 | 2015
PCC Farmland Trust
$40,000 | November 2012
La Semilla Food Center
$55,000 | November 2012
National Immigrant Farming Initiative
$30,000 | November 2012
Pennsylvania Horticulture Society
$55,000 | July 2012
FarmAid.org
$250,000 | October 2011
FamilyFarmed.org
$96,000 | May 2011
Nature Conservancy
$100,000 | April 2011
https://www.cultivatefoundation.org/grants-and-partners
CHARITY WORK THROUGH THEIR BRAND STORE
69. Launched in New York City in 2004 by founders Rogan Gregory and Scott Mackinlay Hahn, Loomstate is widely recognized as a
pioneer of sustainable fashion. Beginning with the design process, all development, sourcing and manufacturing is done using organic
and sustainable material solutions and socially responsible methods of production. The result is a premium aesthetic and higher quality
products that are good for both people and planet. From the softest graphic tees to lived-in hoodies, Loomstate is all about the
connection from the farm to finished product.
69. IT'S ALL CONNECTED Chipotle and Loomstate are working together because both food and clothing ultimately start from the same
place, the farm. Our partnership is a joint commitment to environmental and social responsibility, with a focus on the highest
standards in the ingredients we use, the materials we source, and our methods of production.
69. CULTIVATE A BURRITOFUL WORLD It was a natural fit when Chipotle teamed up with Loomstate, widely recognized as a pioneer
of sustainable fashion, to outfit every Chipotle employee in 100% certified organic cotton clothing. Designed in the signature style
Loomstate is known for, all of the graphic tees, polos, henleys, woven shirts and hats you see in our restaurants are created using
organic and sustainable materials and socially-responsible methods of production. Bottom line: we don't only think that our uniforms
look good, but know that they are good for both people and planet because the organic cotton fiber we use is cultivated free of
pesticides and toxic chemicals found in conventional cotton. That's good news, because cotton seed finds its way directly into the food
supply via cooking oils and animal feed. We rest easy knowing that through our commitment to organic cotton, we prevent these
harmful chemicals from entering the soil and our food. Together Chipotle and Loomstate have decided to build upon this relationship,
expanding our product offering outside of our restaurants to our Chipotle fans. All of the items featured on the Chipotle Store are
thoughtfully designed, sourced, and produced to convey the spirit of Chipotle with the design sensibilities of Loomstate. We are also
excited to highlight on our site those companies - and their products - that share our joint commitment to environmentally- and
socially-minded business practices, and are leaders in their respective fields. It's all connected.
69. We think it is critical to raise public awareness about the importance of textile recycling and the need to reduce the amount of used
clothing and other post-consumer textile waste that ends up in our nation's landfills and incinerators. The U.S. Environmental
Protection Agency estimates that 85% of post-consumer textile waste ends up in landfills, or some 21 billion pounds each year no
small number! We are committed to working with our supply chain as well as industry leaders to develop and refine the recycling
systems for apparel products and their resulting end of life strategies. Additionally, we approach our design and development process
with the goal of minimizing waste and utilizing materials that are recyclable whenever we can. Loomstate is an active member of both
the Sustainable Apparel Coalition and The Council for Textile Recycling, two organizations that are working to reduce the
environmental and social impacts of apparel and footwear products around the world. Our products are created to last and intended to
be worn and eventually wear out over time. We recognize though that at some point you might part ways with a favorite item and we
encourage you to find a new purpose or home for any garments that are still wearable; donate it to a charity or to someone who can
give the product a second life - save the energy and resources needed to make a replacement product. Repurposing is also a great way

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 of breathing newness into an item: get creative! If your garment is past the point of donation, there are numerous community-based
textile recycling programs that will gladly take it and keep it out of the waste stream. Wear. Donate. Recycle.
http://store.chipotle.com/connection
COMMUNITY CONNECTIONS
73. What kind of fundraisers and donations does Chipotle support? We provide opportunities for K-12 schools, youth community groups,
university groups, community gardens and food and sustainable agriculture groups to have in-restaurant fundraisers where 50% of
sales during the event go to the group. We also provide in-kind donations for K-12 schools, youth community groups, university
groups, community gardens and food and sustainable agriculture groups. For more details on how fundraisers work, visit
http://www.chipotle.com/fundraisers.
https://chipotle.com/faq
PUBLIC STOCK/INVESTOR RELATIONS
74. CORPORATE PROFILE
When Chipotle (pronounced chi-POAT-lay) opened its first store in 1993, the idea was simple: demonstrate that food served fast didn't
have to be a "fast-food" experience. We use high-quality raw ingredients, classic cooking methods and a distinctive interior design,
and have friendly people to take care of each customerfeatures that are more frequently found in the world of fine dining. When we
opened, there wasn't an industry category to describe what we were doing. Some 20 years and more than 1,500 restaurants later, we
compete in a category of dining now called "fast-casual," the fastest growing segment of the restaurant industry, where customers
expect food quality that's more in line with full-service restaurants, coupled with the speed and convenience of fast food. We try to do
a few things really well. We elevate basic raw ingredients into food that's richer and more sophisticated through our recipes and
cooking techniques. Similarly, our restaurant design transforms simple materials in distinctive ways, giving our restaurants a style
that's more architectural in nature. Our focus has always been on using the kinds of higher-quality ingredients and cooking techniques
used in high-end restaurants to make great food accessible at reasonable prices. But our vision has evolved. While using a variety of
fresh ingredients remains the foundation of our menu, we believe that "fresh is not enough, anymore." Now we want to know where
all of our ingredients come from, so that we can be sure they are as flavorful as possible while understanding the environmental and
societal impact of our business. We call this idea Food With Integrity, and it guides how we run our business. Using higher-quality
ingredients. We use a variety of ingredients that we purchase from carefully selected suppliers. We concentrate on where we obtain
each ingredient, and this has become a cornerstone of our continuous effort to improve our food. Some of the ingredients we use
include naturally raised pork, beef and chicken, as well as organically grown and sustainably grown produce, and we continue to
investigate using even more naturally raised, organically grown and sustainably grown ingredients, in light of pricing considerations.
A few things, thousands of ways. We only serve a few things: burritos, burrito bowls (a burrito without the tortilla), tacos and salads.
We plan to keep a simple menu, but we'll always consider sensible additions. For example, we introduced the burrito bowl in 2003
just when the popularity of low-carbohydrate diets explodedand estimate that we sold about seven million of them in that year. In
2005, we also rolled out a salad.
http://ir.chipotle.com/phoenix.zhtml?c=194775&p=irol-irhome
PRESS RELEASES:
75. Chipotle Names Four New Directors as Part of Board Refresh Initiative
http://ir.chipotle.com/phoenix.zhtml?c=194775&p=irol-newsArticle&ID=2230339
75. Chipotle Founder Steve Ells Returns to Sole CEO Role; Outlines Plans for Companys Future
http://ir.chipotle.com/phoenix.zhtml?c=194775&p=irol-newsArticle&ID=2228998
75. Chipotle Mexican Grill, Inc. Announces Fourth Quarter and Full Year 2015 Results; CDC Investigation Over; Chipotle Welcomes
Customers Back to Restaurants
http://ir.chipotle.com/phoenix.zhtml?c=194775&p=irol-newsArticle&ID=2134993
75. New Chipotle Food Safety Procedures Largely in Place; Company Will Share Learnings from 2015 Outbreaks at All-Team Meeting
http://ir.chipotle.com/phoenix.zhtml?c=194775&p=irol-newsArticle&ID=2130375
75. Chipotle Commits to Become Industry Leader in Food Safety
http://ir.chipotle.com/phoenix.zhtml?c=194775&p=irol-newsArticle&ID=2120228
75. Chipotle Updates on E. coli Investigation
http://ir.chipotle.com/phoenix.zhtml?c=194775&p=irol-newsArticle&ID=2114462
75. Chipotle to Reopen Northwest Restaurants
http://ir.chipotle.com/phoenix.zhtml?c=194775&p=irol-newsArticle&ID=2111001
75. Chipotle Moves Aggressively to Address Issues in Washington and Oregon
http://ir.chipotle.com/phoenix.zhtml?c=194775&p=irol-newsArticle&ID=2106211
WHOS WHO
83. Steve Ells, Chairman and co-Chief Executive Officer Steve Ells founded Chipotle in 1993. He is co-Chief Executive Officer and was
appointed Chairman of the Board in 2005, and has served as a director since 1996. Prior to launching Chipotle, Mr. Ells worked for
two years at Stars restaurant in San Francisco. He is Chairman and a member of the board of directors of the Chipotle Cultivate
Foundation. Mr. Ells graduated from the University of Colorado with a Bachelor of Arts degree in art history, and is also a 1990
Culinary Institute of America graduate.
83. John R. Hartung, Chief Financial Officer John R. (Jack) Hartung is Chief Financial Officer. Mr. Hartung joined Chipotle in 2002 after
spending 18 years at McDonald's where he held a variety of management positions, most recently as Vice President and Chief
Financial Officer of its Partner Brands Group. Mr. Hartung has a Bachelor of Science degree in accounting and economics as well as
an MBA from Illinois State University.
83. Mark Crumpacker, Chief Marketing and Development Officer Mark Crumpacker was appointed Chief Marketing Officer in January
2009 and as Chief Development Officer in October 2013. From December 2002 until December 2008 he was Creative Director for
Sequence, LLC, a strategic design and marketing consulting firm he co-founded in 2002, and prior to that served as creative director

Page | 24
 and in other leadership roles for a variety of design and media companies. Mr. Crumpacker attended the University of Colorado and
received his B.F.A. from the Art College of Design in Pasadena, California.
http://ir.chipotle.com/phoenix.zhtml?c=194775&p=irol-govmanage
SOCIAL LINKS
97. https://www.pinterest.com/chipotlemg/
97. https://www.youtube.com/user/chipotle
97. https://www.instagram.com/chipotlemexicangrill/
97. https://twitter.com/chipotletweets
97. https://www.facebook.com/chipotle
NY Times article- https://www.nytimes.com/2016/07/11/business/media/after-food-safety-and-drug-scandals-chipotle-seeks-a-fresh-start.html
98. What happened? Sales down around a third at established stores. Fourth quarter sales is where the loss was (15% in previous quarters,
9% in fourth quarter) http://ir.chipotle.com/phoenix.zhtml?c=194775&p=irol-reportsAnnual
99. Things they changed. Created a loyalty program-chiptopia. Rewards customers based on the frequency of their visits, not amount of
money spent. Gave away BOGO burrito coupons. Free food
100. Safety concerns. Less weight on confirmed fans. Hit the lighter users. "more inclined to reduce visits"
101. Competitors. Moe's Southwest Grill - "we're open, especially on Feb. 8th". Qdoba
102. Solutions. Love story commercial-July 2016. Shown in movie theaters, youtube and on social media sites like snapchat. "Animation
makes it possible to take on hard issues in a softer way" -Todd Hunter, CAA marketing (Chipotle worked with them to make love
story short)
103. "Chipotle is trying to reassure its connection to wholesomeness and quality but if it does not address the fundamental issue here,
which is a breakdown of trust between the brand and the target audience, it risks leaving issues unresolved" -William G. Daddi,
President of Daddi Brand Communications
104. "By not focusing more on the fundamental issues, like what has been done to overcome this crisis for a brand built on raw, fresh
ingredients, Chipotle takes a risk that if these food-safety issues should come up again, they have exhausted their credibility with their
customers"
105. Other scandals. Mark Crumpacker. Chief creative and development executive. Charged with drug possession. Accused of having a
connection to a cocaine delivery service. June 2016. Put on administrative leave.
https://www.nytimes.com/2016/07/01/business/indictment-links-chipotle-executive-to-new-york-drug-ring.html

Appendix B: Word Cloud from What three words come to mind regarding Chipotle?

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Appendix C: SWOT

SWOT Analysis

Strengths Weaknesses Opportunities Threats

Brand Loyalty Untrustworthy Rebranding? Qdoba

with teens and food quality Show quality Moes
young adults Locations of food southwest
Not a franchise Price grill (took
(allows Chief creative top mexican
executive board director drug restaurant)
careful control scandal
over quality,
employees, and
culture)
Quality, local
ingredients

Appendix D: Audience Analysis

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 Audience Analysis: Part 1

Audience Lions Affect Channel

Employees CEO Keeping productivity Email

Executive board and morale up Meetings
Employees

Investors Stock holders If Chipotle isnt doing Meeting

well, stockholders arent Email
happy

Dedicated Millennials Most likely to stick with Social Media

Customers Young adults them through and thin. Web
College advertisements
students
Teens

Potential Teens Have the greatest Social media

Customers Celebrity potential to become a Web
endorsements loyal customer advertisements

Haters Unpleased Could influence Social media

social media potential customers
users

Suppliers Farmers Potential Interpersonal

advocates. communication
A lot to gain but Traditional media
also a lot to lose.

Competitors Moes Gained #1 spot Social Media

Qdoba of Mexican Traditional
restaurants Media
Gained deterred
customers

Media News Positive PR New releases

aggregates Controlled
messages
through pitches

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Casual Adults Can be deterred Social media
customers to competitors Traditional media
Can be potential
dedicated
competitors

Audience Analysis: Part 2

Audience Beliefs Concerns Goals

Employees Want to Losing Keeping customers

protect the revenue Feeling empowered to
brand Lack of influence customers
control positively

Investors Want to make Losing Profit on their

money money investment

Dedicated Chipotle is Chipotle Advocate

Customers life losing Dedication pay off
business through
promotions/rewards

Potential Anything will Food safety Good quality dining

Customers do experience

Haters Chipotle is Food safety Sway opinion against

not a good Quality Chipotle
dining option

Suppliers Their Being Offer quality products

products are blamed for to keep negative
the best outbreak concerns away
quality for the
Chipotle.

Competitors Better than Chipotle will Reap benefits of

Chipotle come back Chipotles scandal
from
setbacks

Media Public Pushback for Report honest and

deserves the putting timely news
truth of Chipotle in
outbreak positive light

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Casual Not dedicated Food safety Quality dining
customers to brand (most experience
deterred)

Appendix E: Bang for the Buck

Bang for the Buck

Category Frame Rating Rationale

Who Who is to blame for the 7 No one person/reason was found for the
outbreak? outbreak.

What What happened with the 6 The outbreak/people got sick

whole event.

When When did the outbreak 5 Focusing on the timeline of reaction

start to occur and when
was it found?

Where Where is the food coming 2 This is important to stress because the issue
from? people were having was that they didnt
trust the quality of food. Giving them the
opportunity to see where the food is coming
from will help regain trust.

Why Why is it important that 4 People were concerned that employees were
we are changing our safety not using best practices when
procedures to be more preparing/serving the food. Giving them
strict? this reassurance that there is a proper
procedure will give them more trust.

How How is the food being 1 The food needs to be quality and everything
processed, cleaned, served is done correctly. With people being
now? concerned with the food safety it is crucial
that we are transparent with the entire
process of preparing the food.

So What? Changing safety procedure 3
and focusing on where the
food comes from can help
us focus on the target
audiences needs.
By making sure the food is safe we can
focus on the customers and their needs.
Working on other projects to engage and
keep the customers happy.

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Appendix F: Budget

Budget

Budget Amount Budget Use

$500,000 Start

$75,000 Video production/TV advertisement

$50,000 Event-(food, speakers, stage, tables, entertainment, etc.)

$100,000 Contingency

$200,000 Promotional give away

$25,000 Social Media

$50,000 Donate for scholarships to agriculture students around US.

Appendix G: Risk Management Grid

Unobservable
Where we were

Controllable Uncontrollable

Where we want
to be

Observable

Appendix H: Survey
Q1 - This study is being conducted by a group of students of the University of Wisconsin - Green Bay. You are invited to join a research study
about Chipotle. Participation in this study is voluntary. You have the right not to participate at all or to leave the study at any time. Deciding not to
participate or choosing to leave the study will not result in any penalty. This survey will take approximately 5 minutes. We foresee that this study
involves very little to no risk. If you decide to participate, you will be asked about your own personal beliefs. We cant guarantee that you will
personally experience benefits from participating in this study. Your responses will be anonymous and will never be linked to you personally. We
will take steps to keep information about you confidential, and to protect it from unauthorized disclosure, tampering, or damage. If you have any
questions about the study, any problems, unexpected physical or psychological discomforts, any injuries, or think that something unusual or
unexpected is happening please feel free to contact us at keenab@uwgb.edu. You must be 18 years old to participate in the study. Do you wish to
continue?

Page | 30
# Answer % Count

1 Yes 100.00% 124

2 No 0.00% 0

Total 100% 124

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Q2 - How would you rate Chipotle as a dining option?

# Answer % Count

1 Extremely pleased 20.18% 23

2 Somewhat pleased 36.84% 42

3 Neither pleased nor displeased 34.21% 39

4 Somewhat displeased 6.14% 7

5 Extremely displeased 2.63% 3

Total 100% 114

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Q3 - Have you ever visited a Chipotle restaurant?

# Answer % Count

1 Yes 70.18% 80

2 No 29.82% 34

Total 100% 114

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Q4 - How often do you eat at Chipotle?

# Answer % Count

1 Multiple times per week 1.25% 1

2 Once per week 5.00% 4

3 Multiple times per month 5.00% 4

4 Once a month 11.25% 9

5 Less than once per month 23.75% 19

6 I've only eaten there a couple of times 53.75% 43

Total 100% 80

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Q5 - When was the last time you ate at Chipotle?

# Answer % Count

1 This week 11.39% 9

2 This month 8.86% 7

3 Within 3 months 22.78% 18

4 Within 6 months 13.92% 11

5 Within the last year 20.25% 16

6 Over a year ago 22.78% 18

Total 100% 79

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Q6 - What aspects bring you into Chipotle?

# Answer % Count

1 Menu choices 69.62% 55

2 Promotions 7.59% 6

3 Food Quality 31.65% 25

4 Safety Procedures 5.06% 4

5 Social 27.85% 22

6 Other 5.06% 4

Total 100% 79

Other

Other

Price

Mybfriend

My Mom made me

Page | 36
Q7 - Has your opinion of Chipotle changed in recent years?

# Answer % Count

Total 100% 79

4 Somewhat worse 18.99% 15

2 Somewhat better 6.33% 5

5 Much worse 6.33% 5

1 Much better 6.33% 5

3 About the same 62.03% 49

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Q8 - How would you rate your trust of Chipotle's food quality?

# Answer % Count

1 Far above average 6.41% 5

2 Somewhat above average 32.05% 25

3 Average 41.03% 32

4 Somewhat below average 15.38% 12

5 Far below average 5.13% 4

Total 100% 78

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Q9 - Have you heard of any concerns about Chipotle's food quality in recent years?

# Answer % Count

1 Yes 70.51% 55

2 No 29.49% 23

Total 100% 78

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Q10 - Have you heard about any changes to Chipotle's restaurant procedures in recent years?

# Answer % Count

1 Yes 41.56% 32

2 No 58.44% 45

Total 100% 77

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Q11 - Do you feel like Chipotle has proper safety procedures in place?

# Answer % Count

1 Strongly agree 15.38% 12

2 Somewhat agree 37.18% 29

3 Neither agree nor disagree 35.90% 28

4 Somewhat disagree 10.26% 8

5 Strongly disagree 1.28% 1

Total 100% 78

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Q12 - Why have you never ate at Chipotle?

# Answer % Count

1 Menu choices 14.71% 5

2 Food quality 8.82% 3

3 Price 2.94% 1

4 Safety Procedures 5.88% 2

5 Convenience 17.65% 6

6 No reason 52.94% 18

7 Other 23.53% 8

Total 100% 34

Other

Other

Not available in my area

Not one where I live

Not in the area.

Don't have one in my town

Not one close to me.

None around the area

Gluten free

Page | 42
Q13 - What three words come to mind when you hear "Chipotle"?

Word 1 Word 2 Word 3

Bad Gross Unhealthy

Organic Grass-fed Beef

Guacamole Chips Burritos

Delicious Location Distance

Food Guacamole Burrito

Burrito Clean Tasty

yum chips gauc

Burrito Lines Mexican

Tacos Burritos Sauce

Burritos Tacos Mexican

Taco Sauce Burrito

Burritos Salsa Chips

Grill Food Burrito

Gross Pooping

Yum Barbacoa Quesarrito

Delicious E. coli Double meat

burrito guac chips

Mexican Burritos Beans

Clean mexican Yummy

Yumm Convient Friendly

Chipotle is my life Burrito bowl Inexpensive

Fast Inexpensive Good

Fresh Quality Food

Delicious Ecoli Confusion

Mexian Grill Burritos

yum burrito guacamole

Page | 43
vegan natural no chemicals

Burrito Yummy Full

Yum Organic Clean

Expensive E Coli Corrupted

Natural Mexican Food

Burritos No queso Delicious

Burrito Mexican Food

Spicy Burrito Beans

Salsa Burito Fresh

Social Mexican College

Mexican Burrito Few choices

Sauce Mispronounced Subway

tacos good food friends love it

Mexican Burrito Quick-service

Fresh Good Wait

burrito fiod poisonibg salsa

Burrito Rice Meat

Ecoli Burritos Mexican

Food Mexican Burrito

Burrito Sick Unsupportive

Mexican Food Burrito bowl Food borne illness

Bowl Burrito Baby

Chorrizo Burrito Bowl

spicy

How's it pronounced? Spicy Yum

E coli Qdoba Extra for guac

Spicy Dip Burgers

Rich White Girls

Fresh Quality Tasty

Page | 44
Delicious Yummy Mexican

Spicy Healthy Mexican

Spicy Mexican Qudoba

Guac Average Food

Burrito Food Okay

E Coli burrito barbecue

delicious fast gluten-free

Burritos Queso Food

Guacamole Mexican Fun

Food Mexican Delicious

Food Tacos Okay

Food Spicy Sick

White girls Spicy Burrito

E. coli Avocado No queso

Mexican? Food Guy gets finger stuck in wall

Food Mexican Burritos

What's that Where's that

Burrito Guacamole Smushed

Guacamole Quality Burrito

Food Hungry Good

burrito ecoli guacamole

Mexican Food poisoning Food

Food Restaurant Mexican

Burritos Food Tasty

Nachos Mexican food Queso

Shutdown Illness Ecoli

Unsanitary Mexican Beef

Spicy Fast-food Reputation

Bowl Spanish Food

Page | 45
Tacos E-coli Mexican

Burrito Expensive Ecoli

Mexican No queso Veggies

Mexican Qdoba Ecoli

Good Food Guacamole

tacos quesadilla guacamole

sick good qdoba

Garbage Qdoba Gross

Mexican Tacos Mr. George

burrito hungry love

Mexican Burritos Aristotle

Ecoli Food safety Scandal

Chipotlie sause mexican theme good food

Burritos Food Professor Clampitt

Food poisoning Local ingredients Untrustworthy

Qdoba Mexican Salmonella

Heaven Food coma Delicious

Mexican Cheep Food

Page | 46
Q14 - What age range best represents you?

# Answer % Count

1 Under 18 0.00% 0

2 18 - 24 71.03% 76

3 25 - 34 10.28% 11

4 35 - 44 4.67% 5

5 45 - 54 4.67% 5

6 55 - 64 5.61% 6

7 65 - 74 1.87% 2

8 75 - 84 0.00% 0

9 85 or older 0.93% 1

10 Prefer not to say 0.93% 1

Total 100% 107

Page | 47
Q15 - What gender do you identify with?

# Answer % Count

1 Male 11.21% 12

2 Female 87.85% 94

3 Prefer not to say 0.00% 0

4 Other 0.93% 1

Total 100% 107

Other

Other

Non-Binary

Page | 48
Q16 - What is your yearly income?

# Answer % Count

1 Less than $10,00 37.38% 40

2 $10,00-$24,999 28.04% 30

3 $25,000-$39,999 12.15% 13

4 $40,000-$54,999 9.35% 10

5 $55,000-$69,999 5.61% 6

6 $70,000-$84,999 0.00% 0

7 $85,000-$99,000 1.87% 2

8 More than $100,00 0.00% 0

9 Prefer not to say 5.61% 6

Total 100% 107

Page | 49
Q17 - What is your highest level of education?

# Answer % Count

1 Some High School 0.93% 1

2 High School Degree 4.67% 5

3 Some College 54.21% 58

4 Associates Degree 10.28% 11

5 Bachelors Degree 18.69% 20

6 Masters Degree 8.41% 9

7 Doctorate Degree 2.80% 3

8 Prefer not to say 0.00% 0

Total 100% 107

Page | 50
Q18 - Do you have any other thoughts about Chipotle?

Do you have any other thoughts about Chipotle?

Never had a chance to eat their because we don't travel much and there is not one in our area I know of.

Na

No, you should know your survey asks what year we are born, but gives age brackets to choose from... for example (under 18) & (prefer not to
answer)...

Their marketing department is full of geniuses.

No

The fact that I live a mile away from a Chipotle is nice.

It's not really my favorite

Would love to try and if given the opportunity will do so.

Margarita's &get; Taco Bell &get; Moe's &get; Qdoba &get; Chipotle

I love their food. I just worry about the quality of it with how many people get sick. Also hard for me to fully support those when they very
publicly speak on how the do not support small farmers.

Qdoba is better

I wish they delivered!

No

I eat at Qdoba more because it is closer to campus.

Pricy

It's okay not great

Not really, I just like food :)

I found a rock in my food once. I was sad.

nope

nope

Never been.

Why isn't chipotle pronounced the same as Aristotle

I heard that the salmonella scare was an elaborate Monsanto plot to put Chipotle out of business for refusing to use GMOs.

I like Chipotle and think for the most part they have quality ingredients however their food poisoning outbreak caused me to prefer Qdoba
because its basically the same

I don't like Chipotle. The one time I went I was pretty disappointed in the options.

It's amazing.

Page | 51
What if we pronounced Chipotle like Aristotle and vice versa?

I prefer to go to Qdoba, it is far better and no recent food issues have occurred.

Cultivate festival is girl

No thanks

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