New Chipotle Ad Campaign Outlines Advancements to Food Safety Program

Increased safety protocols, more inspections, and new food-handling and sanitization standards, to name a few

Flickr / Mike Mozart / CC BY 2.0

Will this be enough to regain consumer trust and dollars? 

Chipotle continues on its road to recovery from the 2015 E. coli and norovirus outbreaks with the release of a promotional video featuring Chipotle CEO Steve Ells outlining the company’s advancements in its food safety program.

“We failed to live up to our own food safety standards, and in so doing we let our customers down,” Ells said in the video. “At that time, I made a promise to all of our customers that we would elevate our food safety program,” USA Today quoted.

Changes include increased safety protocols for suppliers, an electronic ingredient tracking system to more efficiently eradicate any future issues that arise, increased inspections, and a requirement for store managers to have a food safety certification.

The company is utilizing a high-pressure water treatment at facilities in Chicago and California to kill pathogens on its ingredients, including chorizo, “without damaging the flavor,” Eater reported.


Here are 12 ways that Chipotle is trying to win back our trust.