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Chipotle Mexican Grill continues to suffer from perception issues after a string of outbreaks, including E.coli,...

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Basic Math

Chipotle Mexican Grill continues to suffer from perceptionissues after a string of outbreaks, including E.coli, worriedcustomers about the safety of eating at the fast-casual chain.Chipotle’s strategy for getting customers back into its restaurantswas to give away free tacos, burritos, and chips. And while itscustomer survey scores are improving, Chipotle is still operatingat a loss. What concepts, constructs, and operational definitionsshould any future research deal with?

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