Chipotle’s Perception Takes a Hit After E. Coli Scare
Chipotle, the leading Mexican fast-casual chain that is the 14th largest limited-service restaurant concept in the U.S., might have a perception problem in the wake of its E. coli scare earlier this month in the Pacific Northwest.
According to the brand consumer perception service YouGov BrandIndex, 19 percent of adults 18 and over had a more negative view of Chipotle than positive as of Monday. That’s down from 8 percent having a more positive view than negative. It’s the lowest perception score for Chipotle since the firm began tracking the brand in 2007.