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An E. coli outbreak at Chipotle Mexican Grill outlets in October 2015 left fifty-five customers ill and shattered the restaurant chain’s reputation. Sales plummeted, and Chipotle’s share price dropped 42 percent to a three-year low, where it languished through the summer of 2017. At the heart of the Denver-based company’s crisis was the ever-present problem faced by companies that depend on multiple outside suppliers to deliver parts and ingredients: a lack of transparency and accountability across complex supply chains. Many Chipotle patrons probably assumed the outbreak stemmed from poor practices at one of the chain’s restaurants or facilities. But, as painful as that would be for the company’s reputation, the reality was actually worse: Chipotle had no way to pinpoint where the dangerous virus got into its food offerings; it only knew that it came from one of its many third-party beef suppliers. Five months later, the best management could come up with was that it “most likely” came from contaminated Australian beef. At the heart of the problem was the lack of visibility that Chipotle—like any food provider—has over the global supply chain of ingredients that flow into its operations. That lack of knowledge meant that Chipotle could neither prevent the contamination before it happened, nor contain it in a targeted way after it was discovered.
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Michael J. Casey (The Truth Machine: The Blockchain and the Future of Everything)