NEW YORK (AP) – Chipotle says it will start a marketing push in February to begin its road to recovery after a series of food scares, and that it’s confident it can win back customers over time.
The remarks from executives come after Chipotle’s sales plunged 30 percent in December. Its troubles began after an E. coli outbreak came to light at the end of October. Several weeks later, norovirus sickened dozens at a Chipotle in Boston.
Last week, Chipotle Mexican Grill Inc. said it was subpoenaed by federal authorities as part of a criminal investigation tied to a different norovirus outbreak in California over the summer.
At an investment conference in Florida, Chipotle executives said Wednesday the Denver company is taking measures to reduce the risk of another food scare to “near zero.”
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