When I invited you to join the preview last year, I wrote:
The Reckoning Ells and Moran march in minutes later and take their seats at the table. Moran quickly runs through the agenda and other formalities. He soon opens the floor to questions.
Moran shoots him a grave look and cuts him off, saying: Many of these appeals are not new. Some of the people here are perennials at Chipotle meetings, arguing similar agenda points year after year. There are no changes to the board. The only victory for dissatisfied shareholders?
The company grew from a single storefront in Denver in to around 2, locations, becoming the envy of the industry for its premium ethos and pricingas well as innovations like its theatrical-yet-efficient assembly-line service.
Chipotle became a go-go growth stock. It wrought devastation far beyond the 60 people who fell ill. Norovirus and salmonella incidents bookended the E. An average Chipotle serves 60 customers in 30 minutes.
On any given day before the crisis, Chipotle serviced the equivalent of the population of Philadelphia. No one knows definitively which ingredients may have been the culprit. But each burrito includes one ounce of romaine lettuce.
By contrast, Chipotle spent a year in hell even though no one died—and more thanAmericans get sick annually from illnesses linked to E. Yet Chipotle has had no choice but to grapple with the reality that its prestige status has evaporated.
And there is no obvious road map for gaining it back. I talked to scores of restaurant employees—and I ate more burritos than I can count never once getting sick. I interviewed the co-CEOs, other top executives, current and former employees, suppliers, and food-industry partners, and I reviewed more than 1, pages of internal documents.
The story that emerges from all this is provocative and unexpected, a tale of optimism, hubris, bad luck, and missed opportunity. It has pledged to continue to refashion the food system. As a longtime customer, I want to believe them. Everyone wants to believe them.
For Chipotle to win back all it has lost will require a soul-cleansing broader than perhaps even Ells and Moran realize. The Outbreak Searching for the culprit. On October 19,Jared Hines, a year-old college senior, went to a Chipotle restaurant near downtown Seattle for dinner.
He ordered a chicken burrito with white cilantro-lime rice, black and pinto beans, pico de gallo, corn salsa, cheese, and lettuce. He scarfed it down and thought nothing more of it. Four days later, pain seized his 6-foot-3, pound body. Then things got worse:Starting a Fast Food Restaurant – Sample Business Plan Template.
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