Apron's Blog - The Dish

Whitepaper: Hurricane Chipotle

Whitepaper Summary

  • 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.

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