|Paris Chipotle by Maxlöh (Own work) |
via Wikimedia Commons
Chipotle's comeback strategy seemed to be going well. The stock only dropped 0.68% when Crumpacker got his mugshot. And, to be fair, Chipotle's spokesperson handled the boss' away-message as well as any PR person I've seen.
(I wrote about Chipotle's issues in late 2015, and again in January. Three's my limit. Honest.)
To mend its reputation, the company closed all its restaurants for a day to shock-train employees on food safety and quality. It launched a loyalty-card/reward program called "Chiptopia." And it paid for a public radio underwriting campaign that called attention to its quality ingredients.
But, with its creative guru on "leave," the company needs to catch a break. And a confusing loyalty program isn't the way to go.
|Screen shot, store.chipotle.com|
Chipotle's reward offerings include food items, as well as imprinted clothing. I don't know if Chipotle's reward members really wish to become walking billboards for the restaurant chain.
My key ring's laden with loyalty tags. But they aren't building relationships if there are too many confusing rules or offers. And a little plastic tag doesn't make me trust a restaurant, clothing store, or drug retailer as much as honest behavior.