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.
While I applaud the burrito chain's efforts to ensure I won't need unhealthy levels of Imodium to survive my next visit, I can't help but think a video like this is trying way too hard to overcompensate for their previous failures. Changes like an ingredient tracking system, updated sanitization standards, additional inspections and a food safety advisory council are all great and necessary, but frankly, I don't need a gimmicky video with cute graphics and cheesy piano music to win me over. It comes off as a calculated publicity stunt that just reminds me of all the reasons why I stopped eating Chipotle in the first place.
No matter how many free margaritas or free burritos Chipotle wants to offer, I don't think another trip is something I can stomach.
(Watch the video below and decide for yourself.)