It is no secret that after the major food chain Chipotle Mexican Grill announced their E. coli outbreak they needed a new way to attract wary customers. The franchise closed for a day after the incident to train staff on food safety. As an apology for closing its doors, the franchise offered free burritos to customers who came back on a later date.
The desperate cry to gain millennial customers reached a new level this week when the company turned to sex and drug references to gain attention on Twitter. Millennials immediately recognized the references inferred.
Chipotle was met with mixed reactions; however, many people commented on the inappropriateness of their tweet and called it an embarrassment. All this to show that winning over millennials with controversial marketing does not work. As one person tweeted, "There is a line and in this case it was crossed."