At one time, fast food restaurants were not exactly thought of as the perfect bastions of healthy dining. Over time, consumers became much more conscious about eating low-grade ingredients and saturated fat. To counter customer concerns over troubling ingredients, Chipotle is no longer going to offer genetically altered food. The grill is going to become the first major restaurant chain to cease selling genetically altered ingredients and, hopefully, this will bring more customers into the fold.
Why do restaurant sell these modified ingredients? It all comes down to money. The lesser-quality ingredients are cheaper. This keeps the costs of selling food down and the profits on the sales high.
All of this is well and good until the lesser quality ingredients become a liability. According to Fersen Lambranho (epocanegocios.globo.com) it is hard to make a profit when customers are staying away. McDonald’s has learned this the hard way. Chipotle is probably looking at McDonald’s woes and being proactive to avoid a disastrous outcome.
Chipotle also gains the great benefit of garnering a great deal of free publicity from the decision. Becoming the first major chain to reject genetically modified foods is newsworthy. Once people read about the decision Chipotle makes, they might choose to become customers. After all, the food is healthier than what is found at other places.
Will other chains follow the Chipotle lead? Likely, they will in time.
Chipotle is probably going to garner a bit of free publicity from its decision.