Chipotle Mexican Grill I. Parent Company A. Chipotle Mexican Grill was founded in 1993 by Steve Ells. (Daszkowski, 2017). B. Chipotle follows a mission of “food with integrity”, aligning with the health and social values from consumers (Thompson, 2017). a. “Described as serving top quality ingredients, raised with respect for farmers, animals, and the environment” (Miskelly, 2013). b. No fast-casual chains have been able to recreate Chipotle’s ethical food values (Miskelly, 2013). c. In March of 2017, Chipotle declared that they were the only national chain with no additives in their food (Leigh Anne and Zinsmeister, 2017). II. Consumer A. Chipotle’s consumer is someone who values food and wants qualities in that food such as fresh, fast, and …show more content…
Chipotle targets young professionals that are socially aware and care about where their food comes from and the quality of said food (Miskelly, 2017). C. Chipotle is targeting for people willing to pay a little more than normal for their food (Miskelly, 2017). a. Chipotle is looking for younger consumers that have more income to spend (Wong, 2008). D. Chipotle is target customers that are very connected to social media and will continue to advocate for their brand through the internet (Miskelly, 2017). E. The fast-casual industry is also getting the baby boomer cohort, as they find dining too expensive but fast food is too casual (Wong, 2008). III. Industry A. Current customers are focused on global initiatives, and are more aware of the ingredients in their diet. (Agrawal et. al, 2017). B. Casual dining was affected during the recession in the 2000’s, and it is also where you can see a boom in fast-casual dining (Miskelly, …show more content…
At the first opening of Chipotle, it was calculated that it needed about 100 burrito sales a day to get profit. After the first month, Chipotle was selling over 1,000 burritos per day (Daszkowski, 2017). B. Chipotle has a small menu consisting of a few items; burritos, burrito bowls, tacos, salads, and a kid’s meal. They also offer chips with guacamole, salsa, or queso. They even have alcoholic beverages available for customers over 21 (Chipotle-Menu, 2017). V. Problems and Opportunities A. There are many opportunities with Chipotle. a. Chipotle is a favorite with the use of ethically sourced product (Agrawal et. al, 2017). b. Chipotle has a strong brand image and stays committed to its mission of changing the culture of food (Miskelly, 2017). c. All Chipotle stores are owned by the company rather than being franchises. This is uncommon amount fast food or fast casual restaurants (Miskelly, 2017). B. Chipotle has unique challenges that will continue to pop up. a. In 2015 Chipotle’s customers fell victim to various E-coli outbreaks at different stores in the country (Daszkowski, 2017). i. There was also a norovirus outbreak at a Chipotle location in Virginia, which may have set the company back even more than the previous E-Coli outbreak (Peterson,
The company is driven by a strong set of values, even if some of those decisions increase its costs internally. This is especially the case with the sourcing of its ingredients and meats. In fact, the high-quality ingredients and advanced cooking methods used by Chipotle are second to no other fast-food chain. Among recent developments, the leader in fast-casual dining concepts plans to become absolutely GMO-free by the end of 2014. Although the aim is not new, it shows Chipotle’s commitment to bring fresh ingredients to the table. Besides offering high-quality meals to its customers, the portions are generously sized and the value is unmatched. There are very few places that can fill you up for less that $10 with quality food, and not junk. The triad of fresh, pure ingredients, cutting-edge cooking methods, and tremendous portions gives Chipotle a mouthwatering appeal.
In recent years, it is not even necessary to turn on the news to hear about the bad reputation farming has been getting in recent years. With the media focusing on things like drugs in animals and Pink Slime, or Lean Finely Textured Beef, it is a wonder that people are eating “non-organic” foods. However, many pro-farming organizations have been trying to fight back against these slanders. Still, the battle is not without heavy competition, and a good portion of it comes from Chipotle, a fast food Mexican restaurant that claims to only use completely organic ingredients in their food. Chipotle is constantly introducing advertisements claiming to have the natural ingredients, while slandering the names of farmers everywhere.
Chipotles has taken the market share during their launch of the new Vegan option. “Chipotle Mexican Grill introduced Sofritas, the first vegan meal offered by a national fast food chain that's not a salad or a veggie burger.” (Neporent, 2013). Taco Bell and Chipotle share the same market share, and there is a potential that
Chick-fil-A has become a very successful company throughout its history till today. Many different events have occurred throughout the history of Chick-fil-A. The owner of the first Chick-fil-A, Truett Cathy, opened his restaurant in Hapeville, GA in 1946. Later on the first Chick-fil-A acquired the nickname the Dwarf House. Later on Truett Cathy invented the first chicken sandwich by using a pressure cooker to cook a boneless chicken breast as fast as a burger. This simple process began the famous Chick-fli-A chicken sandwich. Chick-fil-A’s overall mission has always been and continues to be “Be America’s Best Quick Service Restaurant.” Chick-fil-A has been quite successful in living by and fulfilling this simple but effective mission. In
Steve Ells founded Chipotle in 1994. When the company first opened its first restaurant, their model of business was a first of its kind. They operated a restaurant business that lies between fast food restaurant and fine dining. The management of the company pride in providing the customers with food services in a fast manner without necessarily the customers experiencing the literal fast food services experience (Ragas & Roberts, 2015). According to the company, their services are high-quality fine dining but delivered in a fast manner synonymous with the common fast-food experience. That model of business practiced by Chipotle has come to be referred as casual restaurant business model.
Chipotle competitive advantage or Strengths has come from the ingredients that come from sustainable sources. According to the MarketLine article about Chipotle Mexican Grill SWOT analysis "Chipotle serves food using naturally raised meat (pork, beef and chicken) and dairy cattle... in 2014 the company served over 155 million pounds of naturally raised meat." Chipotle cares for their customers because they are not giving us food that has hormones and addictive substances. Their competitive advantage has changed the company culture and mission Statement nowadays they called it now food with integrity, the idea that their food is made with the respect for the animals and the
Local products from local farmers are used to produce the highest quality products with the healthiest ingredients for consumers within Chipotle. Not only do they strive for better food but also healthier food for the customer. The inspiration for Chipotle starts with Steve Ells and is reflect into the company. Ells even testified in congress in 2009 in support of eliminating the use of antibiotics and hormones in ranching and farming (Ells, 2010). This is reflects back into the Chipotle company through their products and employees which in turn represents their amazing social responsibilities in the food service industry.
As you know, Chipotle values our “food with integrity” promise and our customers respect that. However, the recent E Coli outbreak has caused Chipotle’s financial performance and reputation to suffer significantly and staying with our current business model is not our best option. Therefore, I recommend we rebrand and reposition Chipotle to ensure our long-term success.
Chipotle’s cuisine is Mexican. Their menu consists of burritos, tacos, burrito bowls, and salads prepared with fresh ingredients employing classic cooking methods. The customer proceeds down an assembly line choosing the various components of their meal as they proceed. They have recently created a children’s menu offering smaller portion sizes. They offer three types of meats: chicken, beef, and pork. Condiments include fajita vegetables, rice, two types of beans, four different salsas, sour cream, cheese, guacamole, and lettuce.
Chipotle restuarants have had norovirus and E. coli outbreaks. They have been given a subpoena and the FDA is investigating the situation. Chipotle seems to be handling the ordeal well. The article thinks that at this point in time the public cares most about how Chipotle (and other restaurants in that predicament) handle the whole ordeal.
Chipotle is my favorite place to eat. As I am sure it is for other people. Chipotle is a fast food Mexican grill. They are most known for how big they make your burritos. Now it is fast food but it isn’t actually fast, they’re like a restaurant but without the wait. They serve all naturally raised meat and organic beans. So there food is pretty healthy and worth eating. The employees are always nice and it just a great place to eat over all. Chipotle is a great choice for a quick fast food stop because it gives great service, atmosphere, food and value. My experience there is always a good one.
In visiting Chipotle’s website, it is adherently clear that they are trying to do a few things to overcome their recent faux pas from the past. Putting a majority of their site’s focus on their sustainability story, how they are helping the environment,
Creating such recipes is very labor intensive, but having limited items to prepare assists in keeping the cost down. The focus on menu integrity is one of Chipotle’s advantages and is a key element to their marketing strategy. One way Chipotle is able to control their ingredients and maintain menu integrity is by controlling their suppliers. After working with certain suppliers, they created a list of approved vendors for the individual restaurants to purchase from.
When Chipotle first opened in 1993, the goal was to serve quality food fast, but not be considered “fast food.” To avoid falling under the fast food stigma, Chipotle strives to find the best ingredients with respect to animals, farmers, and the environment. In order to achieve these goals, Chipotle has created a matrix organizational structure that is divisional by location and functional by authority. Chipotle recently expanded internationally to the United Kingdom, Germany, and France, each following strict guidelines assigned by corporate employees from their headquarters in Denver, Colorado. Similarly, each location is functionally organized according to authority: regional manager, district manager, store manager, assistant manager, and
From a study completed by Chicago-based Research International USA completed a study called “Fast Food Nation 2008. The panel consisted of 1,000 respondents of ages 16-65 who provided their inputs with an online survey which was conducted between March 13 through 2008. Which was based on results on fast food restaurants like McDonald’s, Burger King, and Wendy’s are gaining popularity even through the economic hardship and recession. Marketing strategy has become more of influence on kids and young American’s. As population grows and the demand increases of fast food restaurants are expanding their stores to capturing more consumers. Fast food chains are also willing to change their menus to continue to gain and retain repeating customers. With each generation that passes, brings fast food chains into more homes and continues impacting lives.