Outbreak leads to Chipotle change
Image, sales of chain touting ‘FoodWith Integrity’ have suffered.
After an E. coli outbreak that sickened over 50 people, Chipotle is tweaking its cooking methods,
After an E. coli outbreak that sickened more than 50 people, Chipotle is tweaking its cooking methods.
Onions will be dipped in boiling water to kill germs before they’re chopped. Raw chicken will be marinated in resealable plastic bags rather than bowls. Cilantro will be added to freshly cooked rice so the heat gets rid of microbes in the garnish.
“When you’re given a project like this, you look at the universe of hazards,” said Mansour Samadpour, CEO of IEH Laboratories, which was hired by Chipotle to tighten its procedures.
The changes mark a dramatic turn in fortunes for Chipotle, which has surged in popularity by touting its “FoodWith Integrity” slogan. As it expanded to more than 1,900 locations, the company also sought to draw a distinction between itself and other fast-food chains that executives said use “chemical additives” and “cheap artificial ingredients.”
Now Chipotle Mexican Grill Inc. may be suffering from traits that helped define it. In its annual report in February, the Denver company noted it may be at a higher risk for foodborne illnesses because of its use of “fresh produce and meats rather than frozen,” and its “traditional cooking methods” rather than “automation.”
The warning began coming to life this summer when the chain was tied to foodborne illnesses in California and Minnesota, although those cases didn’t get as much attention.
Then, in late October, E. coli cases were reported in Oregon andWashington, prompting the company to shut down 43 restaurants in those states. YouGov Brand Index said customer perceptions about Chipotle sank to their lowest level since it began tracking the company in 2007. That was before additional cases popped up in seven more states.
In November, sales crashed 16 percent. Then an unrelated norovirus outbreak sickened dozens of students at Boston College. And this week, the Centers for Disease Control and Prevention linked five more November cases of E. Coli to Chipotle, which it said might be part of a different outbreak.
The CDC hasn’t identified what triggered the E. coli cases, and Chipotle executives say they may never be able to identify what made people sick.