Target: Chipotle CEOs Montgomery F. Moran and Steve Ells
Goal: Convince the restaurant chain to not raise prices once they switch to non-genetically modified ingredients
Popular restaurant chain Chipotle recently announced that they will be removing all genetically modified ingredients from their menu in 2014. However, this change in ingredients will come at a cost. The chain also announced that the restaurant plans to raise their prices 3-5%.
The company made this decision after revealing several months ago that they used these GMOs in their food. The company is known for their quality of meat and their tendency to use produce from local farmers, so the revelation that GMOs were used was a disappointment for many consumers. GMO ingredients are used for convenience and financial reasons.
It is no surprise that Chipotle wishes to increase their prices after switching to more expensive ingredients, however it would be more desirable for the company to keep their prices low, rather than discouraging consumers from purchasing their higher quality products. Our society has a tendency to up-price products that are more nutritious rather, than promoting the consumption of these products. Just because consumers are eating things better for their bodies, does not mean that they should pay more to do so.
If Chipotle makes the decision to keep their prices the same, it will have a positive effect on their reputation. Consumers will feel more valued and a stronger customer loyalty base will be created. These effects are positive for consumers who will be eating better quality ingredients, and to Chipotle whose sales could increase as their reputation and customer base improves.
Please sign the petition below to urge Chipotle to take these steps towards encouraging people to eat quality foods:
Dear Montgomery F. Moran and Steve Ells,
Thank you for your recent decision to remove genetically modified ingredients from your menu. It is a very positive and beneficial step for both you and your consumers.
However, we request that with this menu change, you do not raise prices as you suggested you would. We understand that it will cost more to use more quality ingredients, however it is not right do discourage people from eating right by charging more money. It is a trend that our country always partakes in, but we need reliable companies like you to reverse this trend.
If you choose to keep your prices the same, you will experience many positive outcomes. Your consumers will respect and trust you. They will be made aware that you care about the quality of food being served to your customers. This sort of trust will create a larger sense of customer loyalty that will be great for your reputation. These positive factors will likely even cause an increase in sales in the future.
Please consider this option, and be one of the first companies to encourage healthy eating without negative consequences for consumers.
[Your Name Here]
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