Arrogant Chipotle CEO finally apologizes for food poisoning, Mexican workers shit in the food.

From: Tyler ([email protected])

Chipotle is in damage control mode amidst yet another outbreak
of illnesses linked to the restaurant's food this week.

The chain's co-CEO and founder, Steve Ells, apologized to the
public during a Today Show appearance on Thursday, promising
that the strict new food-safety rules the company is planning
will make it "the safest place to eat."

"It's a really tough time,'' Ells said. "I have to say I'm sorry
for the people that got sick. They're having a tough time. I
feel terrible about that, and we're doing a lot to rectify this
and make sure it doesn't happen again."

The apology comes after as many as 141 Boston College students
and other locals who ate at Chipotle locations near the campus
reportedly fell ill this week with symptoms of norovirus, a
violent stomach sickness most often spread through tainted foods.

Two months earlier, the restaurant was linked to an outbreak of
E.coli that sickened dozens of people across nine states.

Investors cheered the apology on Thursday, sending shares of the
ailing stock up more than 5 percent after a fraught couple of
months that eroded a significant chunk of the chain's market

Ells' words are a bit of a change of tune from how the company
treated reports of ill customers on Wednesday. Speaking to
analysts at a conference in New York, Chipotle execs attributed
the problems in part to "sensational headlines" in the media and
to the "unorthodox and unusual" investigation practices of the
Centers for Disease Control and Prevention that they say draws
out the bad press.

“We’ll probably see when somebody sneezes, ‘It’s E. coli from
Chipotle,’ for some time,” Chipotle co-CEO Monty Moran said at
the conference, according to Food Business News.

Moran also said the company would avoid marketing until the CDC
has wrapped up its investigation, then run full-page print ads
with letters of apology as well as a public information campaign
that's "perhaps more transparent, than any other company has
ever been with regard to what happened and what we did."

Chipotle has largely fallen out of favor with its loyal
following of burrito lovers in the wake of the incidents. The
brand's positive association among consumers tanked to an all-
time low this week, according to YouGov's brand sentiment

The food poisoning flare-ups are especially damning to the brand
because the restaurant's popularity is grounded in its ability
to convince customers that it offers fresher, higher-quality
ingredients than its fast-casual and fast-food competitors. That
image has won it a loyal customer base among health-conscious
crowds — especially millennials.

"If there's a silver lining in this, it is that we have looked
at every single ingredient we use at Chipotle," Ells said on
Thursday. "We've had a team of epidemiologists and food safety
experts to raise our standards from the industry norms.";

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