Chipotle contributed to a food revolution, garnering consumer trust and support through its “food with integrity” campaign.
Like the swirling bands of a hurricane, a series of negative events shaped Chipotle’s food safety crisis.
Image Repair Theory (IRT), the most advanced reputation communication typology available, shows how Chipotle used only two of 15 available Image Repair techniques.
Because the range of responses is fixed, IRT provides food safety communicators a real advantage in responding to food-related crises.
