"Because restaurant and foodservice establishments sell both services and products, sometimes it can be a challenge for managers to determine why consumers choose one establishment over another.(76)" Being a personal consumer of Chipotle, the only reason I go there is for the oversized burritos. I only ever get the oversized burrito, that spills out the bottom because the tortilla can't completely contain the delicious insides of the burrito, because it has completely redefined what it means to be a burrito. Burrito is basically a protein, beans, rice, pico, and whatever else you want. They've just kept adding more filling beyond what expectations are supposed to be. "If an operation has succeeded in creating a high level of name recognition among its target market, it has achieved a significant goal. However, the operation must do much more. (131)"
If it came to a recommendation for Chipotle for making a comeback from their downfall with the foodborne illness scare, I'd have to suggest a completely different name. When you have a scare such as that, you've completely destroyed your customers. "It is important to recognize that people forget things easily. Names, places, and dates are among the things most easily forgotten, which means that building name recognition is a constant process. (131)"
It may sound extreme, but giving up the name is probably the best choice. You can make all the promises you want about being more careful about cross-contamination with your meats, but when it happens twice -- we all know that saying "Fool me once, shame on you. Fool me twice, shame on me." and you'll completely lose all your customers. It's hard to build up your customers. They were successful with that, but now they'd have to build it up all over again, which will probably be the biggest risk.
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