Chipotle made an announcement on the Internet on Feb. 8 that they have this new project called "Raincheck Campaign." It basically gives their customers free food simply by texting the word "raincheck" and sending it to 888-222 until 6 p.m.
In an article published by Eater.com, Chipotle is in the middle of a crisis that is hugely affecting its brand. Despite the confirmation that the Centers for Disease Control has made indicating that Chipotle was clear from the E. Coli bacteria after they checked about 2,500 of their products randomly, it is still hard for them to win the trust of their customers.
This is not the first time that a fast food chain has experienced such humiliation like this, Taco Bell, McDonald's and Mast Brothers are also some that have their fair share of public relations problems. Just like these three huge names in the fast food industry, Chipotle is trying to make its move to undo the damage that their brand is currently facing. But is it really working that they use "free food" to win back their customers?
CNBC made a report last January about the co-CEO of Chipotle, Monty Moran -- announcing that the company would double the amount of free food that a store is even allowed to give away. The company was bold enough to make a move like this even when they didn't really specify how long do they think their budget would last for their said campaign.
Nevertheless, it would appear that their decision to give free food and even rewards to their customers could actually work in gaining back the trust of the people to their product. There are some that are skeptical on this plan and strategy of the company since it is kind of ironic that people would want to eat something for free from a store with an issue of having E. Coli. But there are also some that are willing to give the company a chance. After all, it is free food!
