The company closed stores in affected markets for deep cleaning, and it moved quickly to implement new food safety procedures. "I think it's very easy to armchair quarterback these things and say. This approach, it is When Adonis Maracallo sat down for dinner Sunday night at the Chipotle Mexican Grill on Court Street in Brooklyn, he wasnt thinking about E.coli. Even though the coffee chain's action involved over 1,000 stores, it benefited from the fact that nobody got sick directly from its sandwiches (though the infected celery was linked to 19 illnesses in seven states, which occurred at other eateries served by Starbucks' supplier, according to The Los Angeles Times). As youre likely well aware, all of the companies mentioned are still in business and thriving. Of those 708 people, 171 people were hospitalized and four children died. Chipotle responded to the criticism. When to Defend? The popularity of Chipotle is like a speeding train, says Mario Almonte, of Herman & Almonte PR, in New York City. Over the years, weve seen E. coli-related recalls from products like California-based National Selection Foods companys prepackaged spinach (in 2006, 205 people sickened) and Nestle Toll House Cookie dough (in 2009, at least 66 people sickened). Even though the Centers for Disease Control has said that two outbreaks "appear to be over" -- the last new case of someone falling ill from food eaten at the fast-casual Mexican chain happened on Dec. 1 -- that doesn't mean consumers will return quickly. Fresh produce can become contaminated by contact with infected hands, tools, containers, equipment, or other animals. "We are pleased to have this behind us and can place our full energies to implementing our enhanced food safety plan that will establish Chipotle as an industry leader in food safety," said co-CEO Steve Ells. Since Oct. 31, the former Wall Street darling has been hit by a food-borne illness double whammy. Is it best to apologize, repent and move on, or stand firm and For example, in April Chipotle announced a decrease in comparable restaurant sales by 29.7%. Since E.coli is found in the gastrointestinal tracts of cattle and other ruminant animals and in infected humans, anything that comes in contact with feces from these animals or humans has the potential to become contaminated, Tracy says.
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