Chipotle Mexican Grill Analysis

Chipotle Mexican Grill idea of providing quality in a simple menu with high-quality ingredients, classic cooking techniques and a distinctive interior design has remained at the core of the commitment. Chipotle ability to serve a menu that focuses only on servicing burritos, burrito bowls, tacos and salads is a success. Customers can mix and match their options even though they are only limited to meats, beans, rice, salsa and topping. These ingredients are mostly organically grown from local farmers to provide top-quality nutrition and value. To keep up the quality of their food, Chipotle food preparation remains fundamental. It is mainly prepared from scratch and on site but some preparations are completed at nearby commissaries. This contributes to their fresh taste.

Chipotle uses classic cooking methods that coordinates with their specific menu however it is labor intensive.

Their ability to encourage healthy eating, decrease service wait time and increase customer appreciation is the reason their sales has increase year after year. Once a small one-unit operation in Denver has now grown to a billion-dollar corporation. Chipotle food maximizes on quality and customers understand that quality comes with a price. For such a very limited menu, Chipotle cost more than most of their competitors operating in the same sector but it’s not unreasonable.

Unfortunately, Chipotle is having some technical difficulties. CNBC report that Chipotle Mexican Grill restaurant has had a recent outbreak of the norovirus (CNBC, 2017). The norovirus is a virus that can be transmitted through food and/or water. It causes inflammation of the stomach or intestines or both. The virus can develop within 24 to 48 hours but will go away after one to three days with proper treatment (CDC, 2017). So, one of the key issues that Chipotle should face is enforcing a strict sick