Chipotle has made a name for itself as a fast food restaurant that offers non-GMO and organic fare at prices everyday consumers can afford. Despite its commitment to using only the freshest ingredients in its dishes, it has not been able to escape the same troubles that other fast food restaurants like Taco Bell have experienced in the last few years. It plans to regain favor with its customers by offering to cater its menu to people with gluten allergies, diabetes, and other dietary challenges.
The Plan to Up Its Specialty Fare for Restricted Diets
Chipotle acknowledges the challenges that people on restricted diets can face when they want to go out to dinner. They may consume food that runs afoul of their diets or even compromise their health. To help people enjoy their outings to Chipotle, the eatery now makes available a self-help menu that clearly outlines foods that comply with certain diets like paleo, gluten-free, sugar-free, and others. People can use the menu to create a customized meal that they can enjoy safely without putting their health and dietary needs at risk.
It plans on accomplishing this goal without actually changing its menu or adding new fare to their current selection of dishes. Instead, the company categorizes each of its current selections into diet-specific choices. For example, its burrito bowl may be listed as a paleo or sugar-free safe choice but not one that is suitable for a gluten free diet. Customers can use the indicators to the side of each menu item to create a meal that fully complies with the way that they want or need to eat.
All total, the new Chipotle menu will accommodate 11 specific kinds of diets that people frequently utilize today to either safeguard or improve their health. Along with gluten or sugar-free, customers may be able to find vegan and vegetarian choices as well as menu items that are lactose and dairy free.
The Plan to Regain Customers
Chipotle’s newfound commitment to pleasing the widest variety of clientele is part of its plan to regain customers after the E. coli outbreak in 2015 and 2016. This outbreak saw hundreds of Chipotle diners become moderately to severely ill with food poisoning. Chipotle arguably has done everything in its power to avoid another widespread outbreak that it witnessed recently. It even ordered company-wide food prep retraining for all managers, supervisors, and staff. It also shut down stores for entire days to allow the staff to clean the eateries from top to bottom.
Its efforts to improve the way that it prepares and serves food has helped Chipotle prove to customers that it is truly sorry for the food poisoning outbreak and that it wants to earn back people’s business. It also has made strides by hosting free food promotions that allow customers to get a free burrito or other fares with qualifying menu purchases.
As such, customers continue to come back to Chipotle, albeit at a speed that is slower than the company ideally envisioned. Still, investment insiders expect the company’s stocks to continue to rebound, predicting a bright if not stable future for Chipotle as a whole.
Is Chipotle’s Rebound Decision Helping?
Chipotle has carved its own niche in the fast food market as a restaurant that caters to the organic, non-GMO preference crowd. It now offers a customized menu that lets followers of 11 different diets tailor meals that fit within their own dietary boundaries. This move is one of several that Chipotle has utilized to encourage customers to return after the devastating and costly nationwide Chipotle E. coli outbreak. While there are still people who argue the health benefits of a fast-food diet, Chipotle is showing that it cares about its customers by implementing the new menu features.
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