It’s a one-two punch that Chipotle’s crisis communications team just didn’t need.
On Monday, company spokesman Chris Arnold said five new cases of E.coli have surfaced in the Midwest. Each of the five people afflicted had consumed food from the Mexican restaurant chain, which has been dealing with an E.coli outbreak in nine states since the fall.
The U.S. Centers for Disease Control and Prevention is investigating this latest outbreak in Kansas, Oklahoma and North Dakota.
In a new press statement, Arnold used a classic PR move by gently transitioning to something positive: