What's the Beef? Chipotle Faces Loyalty Issues Over Meat Standards

The fast-food chain's potential changes in hormones used to treat its cows might be problematic with its brand messaging. Here's lessons to take away for your own business.

learn more about Jim Joseph

By Jim Joseph

Suzanne DeChillo/The New York Times

Opinions expressed by Entrepreneur contributors are their own.

It's not easy being a brand. It requires having a clear proposition consistently applied to the entire business, including the marketing. Customers have to know what the brand stands for, each and every time they interact with it. And the brand has to use that positioning to guide its every decision, each and every time it faces a challenge.

If you take a stand on something as a brand, be prepared to face close scrutiny over your decision. Take Chipotle Mexican Grill, which was in the news this week for reportedly considering changing its standards on using antibiotics to treat cows in its beef supply chain.

Chipotle Mexican Grill has a well articulated positioning: responsibly raised food, to paraphrase their words. As an example, the brand promises not to use meat from animals treated with antibiotics -- and has consistently stated as such, like a brand should. As a result, it's made a unique emotional connection with its customer base, who in many cases chooses Chipotle because of this positioning.

But faced with a challenge of a declining supply chain, the brand must decide if it will relax that positioning to include "some" meat from animals treated with antibiotics (again, paraphrased). Can it change "some" parts of its brand, arguably a part that is core to how it's defined?

It will be fascinating to watch how Chipotle responds to the challenge, mostly because it has so articulately and consistently stated its position. Not only will the brand have to change some of its policies, but it will have to change some of its brand as well. Will those emotionally charged customers respond in return? Time will tell.

A clearly articulated positioning that is executed consistently can make for an immensely successful brand, but you have to stick to it. It's the consistency that drives brand loyalty, and it's those tough decisions that drive respect.

As a business owner and brand, use your positioning to guide your decisions -- even the hard ones. Respect and loyalty will likely follow.

Jim Joseph

Marketing Master - Author - Blogger - Dad

Jim Joseph is a commentator on the marketing industry. He is Global President of the marketing communications agency BCW, author of The Experience Effect series and an adjunct instructor at New York University.

Related Topics

Editor's Pick

The Dark Side of Pay Transparency — And What to Do If You Find Out You're Being Underpaid
Thinking of a Career Change? Here Are 4 Steps You Can Take to Get There.
A Founder Who Bootstrapped Her Jewelry Business With Just $1,000 Now Sees 7-Figure Revenue Because She Knew Something About Her Customers Nobody Else Did
Everything You Need to Know About Franchise Law
Marketing

What Is a Brand Personality? Here's How to Develop One.

Connect with your audience on a deeper level by giving and cultivating your brand a personality. Read here how to do so.

Business Ideas

55 Small Business Ideas To Start Right Now

To start one of these home-based businesses, you don't need a lot of funding -- just energy, passion and the drive to succeed.

Starting a Business

How to Craft the Best Benefits Package for a Global Workforce

Attract top talent from across the globe with a benefits package that speaks to anyone, anywhere.

Starting a Business

How To Sell on Etsy in 2023: A Comprehensive Guide

Want to start selling your handmade goods online? This article outlines how to start and grow your business using Etsy.