Chipotle’s (NYSE:CMG) stock plummeted 6% when a Texan actor posted about ending up in the hospital after eating at a Chipotle restaurant.
The company has already been trying to overcome its previous stock hit when, in October 2015, the E. coli virus was found in its food, and this most recent case only adds to their troubles. The incident will no doubt affect Chipotle’s recovery efforts, from its introduction of new menu items to the numerous promotions it has created to attract customers.
Chipotle will need an incident-free period of at least one year before any of its efforts are likely to have any sort of lasting effect on the public. Unfortunately for the company, this has been difficult to achieve, with isolated incidents popping up at various times throughout the year.
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