After dealing with food safety concerns, now more bad news for is impacting the brand. Ideally, the personal lives of executives or other staff members should be separated from the product offering, as we mostly do not select products based on who works at a firm. But, when behaviors impact the product, service, or experience, these issues do matter.
There is a risk in overt social consciousness in marketing, if words do not align to behaviors. Building a brand around ethically sourced food inputs, only to have the significant food safety risks contradicts brand statement. Executive bad behavior further tarnishes their image.
I do like Chipotle, but hold the crack.