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Shelly Banjo

It's Time For Chipotle To Eat Crow

The defensive company is suffering real brand damage.

It's about time Chipotle turned on the charm. 

On Tuesday, a defensive-sounding CFO Jack Hartung -- in Chipotle's first public address since it lowered sales forecasts Friday due to dozens of incidents of food-borne illness linked to its restaurants -- said the company's reputation was being hurt by "sensational headlines" in the media. Executives also blamed what they called the "unusual and unorthodox" reporting methods of the U.S. Centers for Disease Control and Prevention (read: dripping information on new cases one by one, rather than swiftly opening and closing an investigation).