The Chipotle Mexican Grill Inc. (NYSE: CMG) stock price rebound to $428.07, increased 5.96% in the close market on Wednesday Jan 13.After series of food horrible news, sales slumped 30 percent in December 2015, Chipotle says it will launch marketing strategies to win back customers in February, showing strong confidence in this hard food battle.
The trouble began after E. coli outbreak came to light at the end of October, followed by additional food issue being reported over the next several weeks, a norovirus sickened dozens at a Chipotle in Boston.
The company stated that Chipotle is taking measures to reduce the risk of another food scare to “near zero.” Chipotle also plans to take advantage of marketing strategies and direct mail offers to invite customers back to the store in February. Chipotle executive said on the conference in Orlando, Florida on Wednesday.
Chipotle Mexican Grill Inc. truly made changes to ensure their food safety, including moving the chopping of tomatoes and lettuce to centralized center, and blanching onions to kill germs and virus before directing into customers’ stomach. Besides, Steve Ells, CEO of Chipotle, noted customers would see food preparation in restaurant, such as grilling steaks and steaming rice to attract more confidence from customers.