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Actionable news in CMG: CHIPOTLE MEXICAN GRILL Inc,

Chipotle Falls Again, Thanks to Norovirus and Mice

  • Stock falls for fifth day as negative headlines persist
  • Rodent incident in Texas brings fresh headache to chain

Chipotle Mexican Grill Inc.’s rough week isn’t over yet.

Shares of the burrito chain fell for a fifth day after it was hit by a fresh wave of damaging reports, dragging the stock down to its lowest level since 2013. The number of people who claim to have been sickened by Chipotle location in Virginia has now climbed above 130. And in Texas, customers complained to local news about rodents dropping from the ceiling of a restaurant.

The negative headlines have tarred what was supposed to be a marketing coup for the Denver-based company. It rolled out a new campaign on Wednesday featuring RZA of the Wu-Tang Clan, aiming to tout the quality of the chain’s ingredients.

Instead, investors have focused on the mounting number of suspected norovirus cases. The outbreak first came to light after Chipotle closed a...