If the E. coli outbreak at Chipotle didn't scare you enough, the latest headlines will.
"Chipotle Closing All Its Stores," "Chipotle to Close All Its Restaurants," or similar snippets spread across the web last week. If you scanned the headlines like me, you probably believed Chipotle was closing its stores forever.
Most journalists don't have control over the headlines of their stories, but this isn't a communications mistake Chipotle can blame on copy editors. Chipotle mismanaged its communications crisis by burying the lead with the media – and then skipping crucial crisis steps.