In the wake of another food-borne illness scare, branding expert Eric Schiffer said the only way for Chipotle Mexican Grill (CMG - Get Report) 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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