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Chipotle remixes

After E. coli outbreaks 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 in bowls. Cilantro will be added to rice that’s freshly cooked 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, chief executive of IEH Laboratories, which was hired by Chipotle to tighten its procedures.

The changes underscore a dramatic turn in fortunes for Chipotle, which has surged in popularity by touting its “Food With Integrity” slogan.

As it expanded to more than 1,900 locations, the company also sought to draw a distinction between itself and other fastfood chains that executives said use “chemical additives” and “cheap artificial ingredients.”

Now, Chipotle Mexican Grill may be suffering from traits that helped define it.

The Denverbased chain has been hit by E. coli outbreaks that resulted in 58 people across 12 states getting sick.

In addition, a norovirus sickened hundreds of customers at Chipotle restau rants in various cities.

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.

Since Oct. 13, Chipotle shares have fallen 34 percent. They closed Wednesday at $497.58.

In the wake of the illnesses, the chain is changing the way it prepares its food.

Chipotle spokesman Chris Arnold said many of the changes will be implemented in coming weeks, but that the company doesn’t expect the taste of its food to suffer.

Among the tweaks the company is making:

Cheese will now arrive in restaurants shredded.

Ingredients like onions will be macerated with lemon or lime juice to kill germs.

Sixty samples of every 2,000 pounds of steak will be tested before it’s sent to stores. A similar testing program will be implemented for chicken in coming weeks. Pork and barbacoa beef are already delivered cooked in sealed bags. Tomatoes, cilantro and other ingredients will be chopped in centralized locations, rather than in stores, so they can be tested.