Another issue BI brings to light is the company’s brand perception. After all, it’s hard to reclaim customer trust after causing a bonafide public health scare. According to YouGov BrandIndex data, Chipotle brand perception has actually caved since the program began. What was once a company rating of 9.4 on a scale of -100 to 100, is now 6.8 as of September 20.
Still, Chipotle is plugging along, having launched another awareness initiative on Wednesday, aimed at establishing “Chipotle as an industry leader in food safety,” according to Chipotle PR Director Chris Arnold.
That move is likely to be coupled with another rewards program in the future, BI reports. Arnold claims that should help put the company back on the right financial track.
"Since the investigation ended about seven months ago, we have recovered about 40% of the sales we lost from the low point in January” Arnold said, adding that “none of this happens overnight."