Chipotle's Ethical Responsibility and Challenges

● In terms of addressing the shortcomings of ethical considerations which have been evident from the case study of Chipotle, the initial observation could be the continuation and renewed focus on the utilisation of socially conscious ingredients in the formulation of the edibles sold by the company under consideration.

●The primary shortcoming in terms of Corporate Ethical Responsibility lies in the over emphasis of Chipotle on the theme of serving the brand message of being the provider of naturally produced and unprocessed edibles to the customers (Kasperkevic, 2016).

●To this effect, addressing the justified concerns of health vulnerability on part of the customers of Chipotle emanating out of unprocessed food is to be the first priority of the company (Gunther, 2016).

●Instituting proper mechanisms to prioritise the testing of quality of such unprocessed food would be a beneficial prospect for Chipotle to alleviate the fears and apprehension of the general customer base regarding the food safety issues.

●Furthermore, the restaurant under consideration could better serve the obligation of ensuring the health maintenance of the customers through instituting microbial safety evaluation systems within the individual restaurant chains which the company operates since these could make sure that preventing lethal pathogens from entering the edible products provided at the restaurants could be realised as a definite prospect in the products of the restaurant (Walshe, 2013).

● The fundamental flaw of Chipotle lies in the misinterpretation and the mistaken approach concerning the process of providing the most beneficial edible content to the customers on the philosophical premises that such products should be devoid of any inferior quality based ingredients which might emanate from large suppliers→ However, the proprietor of Chipotle had attested to the difficulties which could be faced within the United States of America in this regard (International Journal of Strategic Communication, 2018).

● This fundamental flaw in adhering to the ground rules of Corporate Social Responsibility of ensuring the safety of health of customers would have to be reversed by Chipotle through reorganising the company efforts in terms of enhancement of resources for sourcing sufficient amount of edibles which could be devoid of antibiotics and genetically modified elements ( Walker and Merkley, 2017).

●The first step would be to take cognisance of the fact that establishment of the most stringent mechanisms of monitoring the food safety adherence procedures is paramount as a necessity for Chipotle (Journal of Communication Management, 2018).

● The second step would be to track each purchased and locally sourced ingredient and collect and analyse the information regarding the point of origination of such items to find out if the presence of any risk element to the health of the consumers of such food stuff could be a possibility.

● The third step would be to improve the food handling procedures observed at Chipotle→ The process of improvement would be renewed and continued emphasis on the cleansing and sanitisation of purchased edible ingredients from local sources throughout the entire chain of restaurants which Chipotle has within the United States of America (Gunther, 2015).

●Furthermore, the methods of stoking of edible ingredients and storage processes within the stores of Chipotle require to be consistently monitored and the efforts put in place to ensure the Corporate Ethical Responsibility regarding the ensuring of food safety would be required by Chipotle to be consistently communicated to the general customer base of the company to project the dedication of the organisation towards the tenets of CSR (Porter and Kramer, 2011).

● Chipotle will have to redouble the efforts in assisting the local food producer farmers regarding the realisation of the dual prospects of sourcing personalised and fresh food, devoid of artificial hormones and antibiotics as well as ensuring that food quality related issues should be prevented comprehensively.