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Can BOGO cocktails entice consumers to go back to Chipotle?

August 11, 2016 by Molly Wike — Intern, Networld Media Group

Chipotle’s E.Coli outbreaks and recent allegations against its leadership have caused the brand to go on a mission to gain back consumer trust. It tried free burritos and is now tempting customers with free booze. The Fresh-Mex concept has launched happy hour specials throughout its locations in Chicago, Iowa (not including Iowa City), Kansas, Kentucky, Missouri, Nebraska, Ohio and Wisconsin, according to the company’s website.

The Fresh-Mex concept is giving discounted alcoholic beverages every Thursday in August and September. Offerings include half-off beverages and two-for-one discounts on beer and margaritas.

The chain has introduced the happy-hour specials on the heels of its sustainability campaign, which consists of a promotional video highlighting its belief in “food with integrity.”  Its most recent video launch titled, “A Love Story,” was an attempt to reassure consumers that the company was getting back to basics, ensuring quality food production.

Chipotle is a great example of a company facing crisis. While your brand may not be currently struggling,  crisis management, and how to effectively take hold of your brand’s shortcomings when dealing with your stakeholders, needs to be evaluated.  Here are a few takeaways from Chipotle’s failures and success as they continue to rebuild.

Admit failure

The cardinal rule in relating to consumers, is to admit when you’re wrong, said Jay Baer, president of Convince and Convert and author of five books, includingHug Your Haters: How to Embrace Complaints and Keep Your Customers.

Simply reassuring your consumers that your products are beneficial without acknowledging mistakes will only create distrust, Baer said.  Instead, point out your brand’s shortcomings and highlight your imperfections. Consumers want honesty and will support a brand that can be trusted. Crisis are inevitable, so don’t hide your failures in the dark. Instead, direct the spotlight to work in your favor.

Speak up

Once a brand has admitted failure, it is free to begin building trust once again. If your name is in the spotlight, your consumers are watching. Choose to speak up and have a voice. Know what your consumers want to hear, s aid Nick Sharples, CEO of Twitter Monitoring experts CrisisVu, who highlights the importance of compassion, concern and commitment. It is important to be sincere when apologizing. This allows you to empathize and then redirect negative engagement. Stakeholders want to be heard, so rather than ignoring negative feedback, ask your consumers what they want. For example, Delta airlines created a twitter account, @DeltaAssist that lets consumers have a platform to voice issues or concerns. If your audience is speaking out, for or against you, on social media, respond.  Let them know that you’re listening.

Make a change
Once you know what your consumers want, make it happen. Highlight the changes being implemented and begin to make small improvements. When consumers see an effort being made, such as slight menu changes or revisions to existing products, they are reassured that you have their best interest at heart. When it’s all said and done, it is important to evaluate how the crisis was handled  start to finish. Track changes, pay attention to customer engagement. Most importantly, thank them, said Baer. If your consumers are satisfied, then you’re guaranteed to see some steady return visits.