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.
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