By Taylor Navis and Sarah Seifert
Chipotle, once an escape for a hungry college student’s appetite, is now the face of questionable integrity and considerable ridicule after its E. coli outbreak earlier this month.
Foodborne illness surveillance site Food Poison journal ran an article on the poisoning, and even satirical news source The Onion spoofed Chipotle customers’ traditionally unwavering loyalty to the Mexican fast-casual chain. With Chipotle claiming their restaurants outside of Seattle, Washington and Portland, Oregon are safe to eat at, according to Chipotle’s website, can we really trust the chain after this?
Since August 2015, Chipotle has experienced three different outbreaks: Norovirus, Salmonella and now E. coli, according to a USA Today chart. This also is not the first time Chipotle has experienced an E. coli outbreak: in September 2009, 29 people were reported ill with E. coli.
Brad Schulz, a sophomore music major at Indiana University, went to a Chipotle near his campus Nov. 1. He wasn’t informed about the outbreak or if the Chipotle he entered had the possibility of being contaminated, “I feel like they should have made me aware of it as I came up to order, before I even ordered anything.” Yes, Schulz felt wronged but in regards to going back to Chipotle, “Maybe sometime in the future.”
In the wake of the E. coli controversy, Chipotle has experienced several negative rumors, including one suggesting all locations might be closed due to the use of dog and cat meat in their stores, according to Business Insider. Although the gossip’s source was satirical Twitter account @conspiracystory, the tweets regarding Chipotle’s meat were liked and retweeted over 8,000 times. Tensions about one of the nation’s trendiest Mexican food chains are running high.
As of Nov. 10, however, Chipotle announced on their website that they will be re-opening the 43 closed restaurants after listing several measures they took:
“Conducting additional deep cleaning and sanitization in all of our restaurants nationwide, replacing all ingredients in the closed restaurants, confirming that none of our employees in these restaurants had E. coli. (Note: No Chipotle employees have had E. coli stemming from this incident), and working with health officials to improve food-handling procedures.”
Critics are less willing to trust the chain’s reassurance. “The company’s focus on such buzzy items as local farms and non-GMOs, while generating the appearance of caution, ultimately distracts us from the more prosaic measures that a fast food (OK, fine, fast casual) chain needs to take in order to be consistently safe—precautions that even the best marketing genius can’t sex up,” says James McWilliams of the Pacific Standard.
These weren’t the only measures Chipotle took, but there’s one thing they haven’t completed yet: identifying the cause of the E. coli outbreak. According to NBC News, the outbreak seems to be over, and even though the chain has been conducting tests, a link to a specific ingredient hasn’t been discovered yet.
Does this mean contaminated products still linger out there? Are we safe?
Stacy Reise, a native of Green Bay, Wisconsin, felt betrayed after hearing about the outbreak. Reise went to a local Chipotle restaurant with her two kids. “(There were) no signs and no one said anything,” Reise said.
According to Reise, if she would have known about the outbreak or made aware of it, she would have walked right back out of Chipotle’s door. “I have OCD, and I’m so afraid of that kind of stuff,” Reise said, nodding toward the Clorox wipes by her computer.
According to Derek Ray, Apprentice General Manager at Chipotle in Ashwaubenon, Wisconsin, their restaurant receives their produce from a company called Get Fresh Produce. The produce delivered comes from a radius within 350 miles to the restaurant’s location, so it is highly unlikely the produce delivered to the Oregon and Washington restaurants could be delivered anywhere beyond those two states.
The possibility of the same E. coli outbreak spreading to other Chipotle locations is low. However, the number of foodborne illnesses perpetrated by the brand is starting to become alarming. The company may have to start taking its own motto, “Food With Integrity”, more seriously.