A recent article describes how, after facing down a wave of illness and deaths related to its food in 2015, the fast-casual restaurant chain not only survived, but has since reached new levels of success.
Other organizations, including hospitals and health systems looking to improve their patient experience, would do well to follow the three steps Chipotle has taken to rehab its own consumer-facing image and overall brand experience in recent years.
1. Design a brand feeling: Similar to Chipotle’s focus on serving not just fast-casual food, but high-quality, environmentally conscious food, other organizations should develop an experience that goes well beyond the services they offer to align with consumer values.
2. Consider data recommendations: By meticulously tracking and assessing the success of various initiatives — as the restaurant chain does when introducing new menu offerings and digital ordering tools — companies can gain a better understand of consumer priorities.
3. Maximize mobile customer experience: Introducing mobile capabilities in tandem with existing services will win an organization a loyalty boost from millennial and Generation Z consumers in particular. Just ask Chipotle, which won over countless younger consumers when it partnered with payment app Venmo earlier this year.
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