After a bout of bad publicity, it's usually in a company's best interest to complete a brief apology tour and then fall off the radar for a little while. This gives consumers the time to forget about wrongdoings, experience quiet marketing campaigns and eventually re-formulate a new (and hopefully positive) opinion.
Chipotle has decided to go in a different direction by reminding us over and over about its notorious cases of salmonella, norovirus and E. coli. This time, their reassurance of "this will never happen again" is brought to us in the form of a new safety protocol video. And I'm not buying it.