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Strengths Chipotle has established the well-recognized brand in North America area, with the message: “Food with integrity.” They are well-known for providing the fresh and healthy ingredients in their menu. Also the company has strong commitment in raising animals in natural farming conditions, and against the U.S. industrial farming. The animals are fed with organic foods, without using antibiotics and hormones. That becomes the unique Chipotle strength setting apart from other traditional competitors in the fast-food industry. In addition, instead of franchising stores around the world like Panera, Taco Bell and McDonalds’, Chipotle has the total control over their chain of restaurants and product supply sources. By this way, the company …show more content…
They thrive to deliver the core value of serving the food with high quality and freshness, known as “food with integrity.” In their promotion mix strategies, Chipotle concentrates on direct marketing, as creating the one-to-one relationship directly to their customers. Most of marketing efforts are managing digital media and online presence. Targeting millennials generation, the company understand the customers’ demand and behaviors. The new generation prefers connecting in digital media and online community, rather than traditional ways of marketing. Therefore, Chipotle creates interactive experience with youngsters through integrated marketing and multi-channel strategies. In 2013, Chipotle successfully launched their animated video commercial on Youtube called “The Scarecrow.” (usatoday.com) The video bring up the health danger and inhumanity of industrial food giant. It leverage the appeal to emotion, and emphasize on their message of “eat fresh, eat local.” Following the video, they launched their interactive video game that users can join in the scarecrow's journey in providing healthy alternative food to people. Chipotle’s marketing campaign indeed attracts their targeted young audience with nearly 14 Million views and also involve them in the next stage of program. The main objective of this campaign is distinguishing Chipotle branding from other giant fast-food competitors such as McDonald and Burger King, as they care about organic food supply chains. They also leverage different social media channels and mobile applications to create an online Chipotle
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
Chipotle uses pathos, ethos, and logos in their advertisement to attract electronic consumers to download their app “The Scarecrow.”
Chipotle’s Chief Executive Officer, Steve Ells has been reputed for having started the restaurant chain in a unique way which has contributed to its apparent success over its main competitors. Chipotle business has grown exponentially from when it was first formed with most of this growth attributed to the founder’s control process in the business. When Steve Ells first got into the industry, he acknowledged the need for promoting innovation and
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 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
Such factors may include threat of new entrants, power of suppliers, power of buyers, product substitution, and the intensity of rivalry among competitors (Hitt, Ireland, & Hoskisson, 2013). Since Chipotle was opened in 1990, they have already become a well-established company within the industry. In order for Chipotle to continue having a competitive edge in the market, they must heavily compete with companies or restaurants such as Qdoba that offer a wider variety of menu options for lower prices. Chipotle directly works with suppliers, usually in local areas, to permit more competitive prices to buy their products. Since Chipotle focuses so greatly on product quality, the supplier’s power plays an enormous role in Chipotle’s ability to obtain their raw
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 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,
cleanest meat that has been on the market, because the owners of the chains do not want their loyal customer to become sick, therefore soiling their nice reputation, such as what happened with Chipotle in the past year. The government follows less strict standards than many restaurants as the government stands on the side of the meat-packing industry, which is one of the biggest industries in the world. Their relationship is one of symbiosis: a mutually beneficial relationship between different people or groups.
Abstract This paper explores the business strategies Chipotle is using for operations. Analyzing financial and operations data to discuss areas of concern as well as areas where Chipotle Mexican Grill is doing well. Discussions will include the importance of Chipotle’s menu preparation strategy and menu integrity. The marketing strategies
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
One research objective has set the foundation for our company to communicate to Chipotle customers about the sustainable packaging through social media and in store promotions