In the wake of another food-borne illness scare, branding expert Eric Schiffer said the only way for Chipotle Mexican Grill (CMG) to change its negative public image is to totally rebrand. "You can only have so many hotbeds of evil themes that can happen to a brand and not create a seismic shift in public perception," Schiffer said. 

A total rebrand means a new name, look and an aggressive new commitment to quality inspection.

As for guac...that'll probably still be extra.

Read MoreChipotle Just Landed a Mortal Wound That Should Make It Want to Change Its Name

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