Will it Work?

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Norovirus, salmonella, and E. Coli outbreaks during 2015 at fresh food restaurants run by Chipotle have cost a huge loss of business. However, in mid-February, the chain plans a strategic marketing campaign aimed at trying to bring these customers back.

Questions:
1. By how much did comparable restaurant sales fall in the fourth quarter of 2015 for the Chipotle stores?
2. How do you think the criminal investigation into Chipotle will affect the marketing efforts?
3. How much will the new food safety protocols and marketing cost Chipotle and what is the outlook for the company’s campaign in the long-run?

Wong, V. (2016) Chipotle Has A Plan To Woo Customers Back Into Restaurants. Will It Succeed? Buzzfeed, Jan. 14 (Retrievable online at http://www.buzzfeed.com/venessawong/chipotle-has-a-plan-to-woo-customers-back#.sxRovPlzv)