Two years ago, Chipotle endured an E. coli outbreak that affected almost 60 people who ate at the massively popular burrito chain. That incident was well documented and caused company officials to take strident measures to take control of food safety, experiment with a temporary loyalty program, and restore brand loyalty among its customers.
After making solid progress since then, this month the company closed a restaurant in Sterling, VA, following multiple reports of customers getting sick after eating there. As a result....