Chipotle announced that they would be closing their stores on February 8th for one day to train their employees on food safety. They could have spent millions of dollars on paid media, but took the route of action, not advertising.
This approach to face their problem is a simple lesson that so few brands understand.
Show me you get it. Give me proof or evidence that you understand the nature of the problem you are facing. If you want to earn back my trust and confidence in your brand, an advertisement isn’t going to help. In fact, it signals that you are hiding behind the ad – not out in front.
Action NOT Advertising at Chipotle is powerful
I am a Chipotle brand fan. I do enjoy their food and believe in the brand they have built. I have been concerned about eating at Chipotle due to the outbreak of salmonella, E.coli and norovirus in a limited number of restaurants and some other related food safety issues. But this commitment to training, re-educate and step up their game is a very power step in the right direction. It doesn’t hide the problem – it puts it front and center and admits it can do better.
The Chipotle marketing team is planning a communications campaign after the training to help lure consumers back into the stores. But they are being smart taking the first step by doing (training) not by saying (advertising). This education day and approach is a very human way to regain the confidence of the consumer.
Is there a lesson here for Volkswagen, FIFA, Flint Michigan or a brand you are working on that is struggling with a perception problem. How would you handle such a crisis? I”d love to hear your thoughts in the comment section.
Did you want the salad, bowl or burrito?
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Photo credit: Chipotle
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