Answer:
When Chipotle's issue with contaminated pork arose (E. coli outbreak), the company implemented a public relations plan that focuses both on action and communication. But they did it too little too late.
When the outbreak started in October 2015, they closed 43 restaurants, but that wasn't enough. After the CDC discovered serious food safety issues in their restaurants, they committed to increasing their food safety standards (November 2015). But just a few days later a new outbreak occurred. By the beginning of December Chipotle's CEO and founder apologized on national TV, but damage was tremendous by then.
Just before Christmas Chipoltle announced another improvement to their food safety program and by mid January the mess was finally controlled. On February 1st, the CDC finally concluded that Chipotle restaurants were finally clear of the problem, bu it took them 3 months.
Everything that they tried was OK, but they were always too many steps behind, this shouldn't have taken so long to control, at least not in America.
