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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