# Professor JP Eggers discusses the recent damage to Chipotle's brand

1 Faculty News December 31, 2015 ![Bloomberg logo](/sites/default/files/styles/246w/public/assets/images/bloomberg.jpg?itok=7lKHn1Sf)>

Excerpt from [Bloomberg](http://www.bloomberg.com/news/videos/2015-12-31/could-2016-be-the-year-for-big-turnarounds-) -- "Chipotle's advantage in the market was based partly on having quality food, but also based on this reputation of a trust and a belief that the food had integrity. ... That violation is a serious concern for a company whose reputation is a huge part of their advantage."

[Watch the video](http://www.bloomberg.com/news/videos/2015-12-31/could-2016-be-the-year-for-big-turnarounds-)

Additional coverage appeared on [Yahoo Finance](http://finance.yahoo.com/video/could-2016-big-corporate-turnarounds-213256473.html).