• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Why did a $154 billion CEO just endorse stripping most Americans of voting rights—and taking us back to the 19th century?

2

A Nobel economist challenged Elon Musk to donate his entire $1T fortune by 2036. Musk's reply: 'I am actually going to do something along these lines'

3

The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'

1

Why did a $154 billion CEO just endorse stripping most Americans of voting rights—and taking us back to the 19th century?

2

A Nobel economist challenged Elon Musk to donate his entire $1T fortune by 2036. Musk's reply: 'I am actually going to do something along these lines'

3

The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'
RetailChipotle

Why Chipotle’s Recovery Could Take Years

By
John Kell
John Kell
Contributing Writer and author of CIO Intelligence
Down Arrow Button Icon
By
John Kell
John Kell
Contributing Writer and author of CIO Intelligence
Down Arrow Button Icon
July 15, 2016, 11:24 AM ET
Chipotle Becomes First Non-GMO US Restaurant Chain
MIAMI, FL - APRIL 27: Chipotle restaurant workers fill orders for customers on the day that the company announced it will only use non-GMO ingredients in its food on April 27, 2015 in Miami, Florida. The company announced, that the Denver-based chain would not use the GMO's, which is an organism whose genome has been altered via genetic engineering in the food served at Chipotle Mexican Grills. (Photo by Joe Raedle/Getty Images)Photo by Joe Raedle, Getty Images
Add Fortune on Google for similar content.

The turnaround at Chipotle Mexican Grill may not be as speedy as the fast-casual operator’s service.

On Friday, a Wall Street analyst warned that a full sales recovery at Chipotle (CMG) could take longer than expected, as customers are still wary about returning to the chain in the wake of food safety woes that first surfaced last year.

Morgan Stanley analyst John Glass issued a bearish report that warned a survey of 2,000 consumers (720 of whom say they eat at Chipotle) implied that 13% of those diners still say they don’t have any plans to return to the chain. That’s almost identical to the 15% that reported the same intentions in a similar survey that Morgan Stanley conducted in January.

And just as problematically, another 13% of guests say they have cut back the frequency of visits to Chipotle.

“A full sales recovery to prior peak volumes could take years in our view,” Glass warned. He downgraded his rating on the company’s stock.

Chipotle has aimed to regain the trust of diners after it poorly handled a prolonged E. Coli crisis that spread across a handful of states and generated major national headlines. Ultimately, the chain took more ownership by promising new food safety standards and eventually going promotional and spending more on advertising to help the brand recover. It also recently launched a summer loyalty program to try to boost traffic.

The Morgan Stanley survey uncovered several problematic issues that could make a turnaround tough for Chipotle. The survey found lower frequency was particularly evident in the Northeast and the West, two regions where the concentration of Chipotle heavy users is highest. it also found that the key reason for not going back is still food safety (33%), though nearly a quarter of those surveyed said they just found another chain they liked better.

The lingering concerns about food safety are problematic especially considering the fact that the last confirmed food safety incident took place six months ago. What Chipotle likely needs is a strong marketing message that would resonate with diners. But Chipotle is facing a setback on that front too: Chief Creative and Development Officer Mark Crumpacker was arraigned on drug charges earlier this month.

Wall Street analysts have already prepped investors for a poor 2016, seeing full-year sales of $4.18 billion, down from last year’s $4.5 billion. Still, Wall Street is hopeful a recovery could occur by 2017, when sales are seen rebounding to nearly $5 billion.

Chipotle executives have conceded it will take time to rebuild trust with customers and to fully recover from the issues it faced in 2015. Co-CEO Steve Ells told analysts in April that while Chipotle was “encouraged that a recovery is underway, we know that there’s still a lot more work to be done.”

Investors will learn more about the trajectory of that potential recovery on July 21, which is when Chipotle is due to report second-quarter results.

About the Author
By John KellContributing Writer and author of CIO Intelligence

John Kell is a contributing writer for Fortune and author of Fortune’s CIO Intelligence newsletter.

See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Retail

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

Latest in Retail

erling
Arts & EntertainmentJD Sports Fashion
The Erling Haaland boom: Norway’s ‘pop-up economy’ during the World Cup revealed in Visa data
By Catherina GioinoJuly 28, 2026
4 hours ago
arnault
C-SuiteLVMH
Bernard Arnault is denying a family rift—and any kind of real-life Succession. LVMH earnings tell a stranger story
By Mia OsmonbekovJuly 28, 2026
7 hours ago
kfc
RetailAuction
‘He did wear clip-ons’: KFC founder Colonel Sanders’ pressure cooker, bow ties, former home up for auction
By Dylan Lovan and The Associated PressJuly 28, 2026
10 hours ago
No. 1 on the Fortune Global 500: Amazon’s Jeff Bezos on how his garage startup became the largest company in the world by revenue
MagazineAmazon
No. 1 on the Fortune Global 500: Amazon’s Jeff Bezos on how his garage startup became the largest company in the world by revenue
By Kristin StollerJuly 28, 2026
13 hours ago
magic
RetailMillennials
What Magic: The Gathering’s record year reveals about America’s stalled adulthood economy
By Nick LichtenbergJuly 27, 2026
1 day ago
cb
C-SuiteRestaurants
Cracker Barrel CEO steps down nearly a year after logo change inflamed Trump country
By Dee-Ann Durbin and The Associated PressJuly 27, 2026
1 day ago

Most Popular

Why did a $154 billion CEO just endorse stripping most Americans of voting rights—and taking us back to the 19th century?
C-Suite
Why did a $154 billion CEO just endorse stripping most Americans of voting rights—and taking us back to the 19th century?
By Nick LichtenbergJuly 27, 2026
1 day ago
A Nobel economist challenged Elon Musk to donate his entire $1T fortune by 2036. Musk's reply: 'I am actually going to do something along these lines'
Success
A Nobel economist challenged Elon Musk to donate his entire $1T fortune by 2036. Musk's reply: 'I am actually going to do something along these lines'
By Sydney LakeJuly 27, 2026
1 day ago
The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'
Real Estate
The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'
By Nick LichtenbergJuly 25, 2026
3 days ago
New York City women are making up to $30,000 per month by renting out their closets to strangers
Retail
New York City women are making up to $30,000 per month by renting out their closets to strangers
By Sarah GlodekJuly 27, 2026
2 days ago
LeBron James took a pay cut to maybe live in New York and commute to Philly by chopper, risking double taxation as NYC also tries to ban helicopters
Real Estate
LeBron James took a pay cut to maybe live in New York and commute to Philly by chopper, risking double taxation as NYC also tries to ban helicopters
By Catherina GioinoJuly 27, 2026
1 day ago
I've been teaching college students for decades. Most of them can no longer finish a book
Commentary
I've been teaching college students for decades. Most of them can no longer finish a book
By Austin SaratJuly 26, 2026
2 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.