The burrito chain slammed by disease outbreaks reminds customers of its use of fresh ingredients in a new video put out this week. Fred Katayama reports.
Chipotle's flexing its muscles in its latest step to regain customer trust. The burrito chain slammed by the disease outbreaks at its stores is back with some swagger in its animated video. The lavishly produced short film chastizes fast food and reminds customers of its use of fresh quality ingredients. In the video, rival fast food entrepreneurs start out selling fruit juices, then compete to build fast-food empires using price promotions and processed food. In the end, they regret what they've done, return to making healthy food, finding love in the process. Chipotle has been trying to woo back customers with an expanded menu, a new loyalty program, and a free burrito promotion. Crisis communications expert Richard Levick says the video will help Chipotle lure them back. SOUNDBITE: RICHARD LEVICK, CEO, LEVICK, (ENGLISH) SAYING: "Now, they're ready to re-emerge. And they've provided this video which has a lot of the charm of their past videos and returns to their roots - we're all about being as local as we can and as healthy as we can as a casual restaurant." These moves come after Chipotle reported its first ever quarterly loss in the spring. The stock has since stabilized but is yet to return to the hyper growth days that made it a darling on Wall Street.