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Embattled restaurant chain giant Chipotle Mexican Grill has been at the center of negative publicity for months following the food-borne outbreaks that sickened dozens of people across the United States.

Handful of pundits and naysayers have been predicting dismal future growth prospects for the burrito maker in recent months. But they are heading for a disappointment.

Chipotle starts showing signs of recovery which could set them back to full normalcy in the near future. It's unique 'brand equity' founded on health conscious diet appears to have made the company bounce back.

Recent market updates reveal some modest gains for Chipotle with 2.7% rise from January 13 close rubbing dirt off from the company's scandal woes in a report by The Street.

While it is true that CMG stock performed badly for months, its price is far more expensive than other companies in the Hotels, Restaurants & Leisure industry where the company belongs.

Also, some analysts argue that a year from now, Chipotle would eventually come clean. It is likely that people would forget about the issue since American consumers generally have short-term memories some experts say.

"The American consumer is pretty quick to forget these things," observed investment manager Jason Moser as quoted saying by The Market Watch.

In fact, well-established companies like Toyota, Ford, and Johnson & Johnson all had their own share of scandals and even massive product recalls. But guess what? They all bounced back just fine.

But it doesn't mean the company doesn't have to do anything. In an apparent bid to win back its loyal customer base, the company is set to launch a full-scale marketing campaign to re-ignite their consumers' faith in their health-conscious brand as mentioned in a news update by The Wall Street Journal.