It’s been an extra-spicy ride lately for Chipotle, which is riding out a perfect storm of rough social media waves. The recipe for the popular burrito chain’s current woes is a complex one, including the simmering discontent that customers are feeling about food prices, viral videos, rapidly spreading rumors, food “hacks” gone wild and a former influencer-collaborator gone rogue.
“There have been no changes in our portion sizes, and we have reinforced proper portioning with our employees,” said Laurie Schalow, Chipotle’s chief corporate affairs and food safety officer, in a statement emailed to The Washington Post. “If we did not deliver on our value, we want our guests to reach out so we can make it right.
For Chipotle, the virtual pile-on intensified. Some people called for users to register their displeasure with the company by leavingAll of this is playing out against a backdrop of customer frustration with rising food costs across the board: at the grocery store, in fast-food drive-throughs and at white-tablecloth restaurants. Rising costs on ingredients, labor and more are to blame, experts note, but the consumer backlash has been vitriolic.
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