1.1 Brief History
Chipotle Mexican Grill originated in Denver, Colorado in 1993. In 1998, McDonald’s became the majority shareholder; however, in 2006, McDonald’s divested its controlling interest. Chipotle became a public company listed on the New York Stock Exchange in 2006. It currently has 1,083 locations across the United States and Canada. In May 2010, Chipotle expanded into Europe, opening their first restaurant in the United Kingdom. (Form 10-K Chipotle Mexican Grill, Inc., 2011)
1.2 Product Offering
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.
The interior design of Chipotle’s restaurants is distinct. The contemporary design includes stainless steel table tops and sleek wooden chairs. The atmosphere is relaxed with music piped in from different genres.
1.3 Market Segment
Chipotle is classified in the restaurant industry as fast casual, a combination of the quick serve and the casual dining segments. Fast casual restaurants have the following attributes: high quality foods, upscale atmosphere, higher check averages between $7-$11, and pay at the counter (What exactly is fast casual?, 2008).
2.0 Market Opportunity Analysis
2.1 Market Trends
The restaurant industry grew to $403.5 billion in 2010, a growth of...
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Fast casual segment outperforms industry. (2011, March 15). Retrieved March 19, 2011, from Fast Casual: http://www.fastcasual.com/article/179973/fast-casual-segment-outperfomrs-industry?rc_id=312
Form 10-K Chipotle Mexican Grill, Inc. (2011, February 17). Retrieved March 15, 2011, from U.S. Securities and Exchange Commission: http://www.sec.gov/archives/edgar/data/1058090/000119312511039010/d10k.htm#tx129308_27
National Restaurant Association reveals hottest menu trends in 2011. (2010, December 1). Retrieved March 19, 2011, from National Restaurant Association: http://www.restaurant.org/nra_news_blog/2010/12/national-restaurant-association-reveals-hottest-menu-trands-in-2011.cfm
What exactly is fast casual? (2008, January). Retrieved March 19, 2011, from Franshise Times: http://www.franchisetimes.com/content/store.php?article=00643
New restaurant openings and comparable restaurant sales increases are important factors contributing to Chipotle’s increase in revenues in recent years.
With a unique appeal, a healthy and delicious product, and a powerful social message that made our target customers feel great about eating Chipotle over more traditional fast food, we have pioneered the fast-casual restaurant model our customers admire. Furthermore, our food sourcing is a rewardable effort and it is what we and our customers respect.
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.
However, this doesn’t mean at all that the customers doesn’t have a wide variety of options to choose from. The customers can choose from different types of meats, beans, cheese, guacamole, sour cream, salsa, etc. They also offer sodas, soft drinks, organic milk and beer. Therefore, even though it might seem that Chipotle only serves a few types of dishes, consumers are still left with thousands of choices from which to choose due to different variety of extras Chipotle provides.
Maze, J. (2015). Casual-dining's summer slump: Full-service traffic declined as consumers defected to quick-service competitors. Nation's Restaurant News, 49(13), 104.
Taqueria 27, in Foothill, crafts refined and elevated Mexican cuisine with its small, yet mouth-watering, menu of plates served in its relaxing restaurant. The crunchy nachos layered with beans, cheeses, cilantro and roasted peppers and the creamy queso fundido dip made with Oaxacan and chihuahua cheeses and mole verde make sensational starter options. Gourmet guacamoles like the roasted, blended with sweet and spicy chilies, garlic and balsamic and the grilled corn version made with bacon and queso fresco are perfect accompaniments to your meal.
Tacos include a variety of meats, such as: asada, chicken, chorizo, al pastor, and carnitas. Rice and beans will be served as side dishes. Beverages include: horchata, jamaica, pineapple, watermelon, and lime. Weekend Tacos will work with Heartland Meat Co. to develop the right product mix. The beverages will be homemade through a family recipe.
Similar to a fast food restaurant, but more upscale with a better dining experience. Ells idea of keeping the menu simple with limited items to prepare delicious food efficiently helped to create a kitchen different from other fast food chains. Food preparation areas in Chipotle’s kitchens are similar to those of fine dining restaurants. Menu items are prepared from scratch and with fresh ingredients. Even the meats are prepped with marinades.
Schlosser and Wilson argue that expansion of fast food chains has fostered conformity within areas that were once unique. One such
Since the restaurant stays away from the tex-mex concept, they do not serve salsa. Although it was odd at first, it tasted really good. Then menu makes it hard to decide on what to get because all of the choices look so mouthwatering. Most of the entrée’s consist of fajitas, tenderloin, or steak and almost each plate is served with beans and rice. Javier’s also offers seasoned chicken, salmon, red snappers, and fish which are also served with beans and rice. Javier’s also offers alternative dishes like soups such as the caldo xochitl which is made up of Serrano peppers, onions, and cilantro (Menu). Javier’s also has their own Javier’s salad which is made of “mixed greens with avocados, tomatoes, garbanzo beans, olives and your choice of dressing” (Menu). The cheapest entrée, the Mole Poblano which is “broiled chicken with mole sauce served with rice and beans” cost $21.95 and the Filete Pimienta which is “tenderloin filet sautéed with chef’s special black pepper sauce and served with black beans and vegetables” being the most expensive cost $31.95 (Menu). The food might be pricy, but USA Today’s 10best.com ranked Javier’s number one out of all the Mexican restaurants in Dallas because it “brings true Mexican cuisine to the Lone Star State and it’s the best place in Dallas to get authentic fine Mexican cuisine” (Mansukkani). In an effort to see if this judgment was true and also to see if Javier’s gave its
"Study Says Fast Food Remains Popular - Restaurant News - QSR Magazine." Quick-Service and Fast Casual Restaurant News and Information - QSR Magazine. QSR Magazine, 20 June 2008. Web. 17 Feb. 2010. http://www.qsrmagazine.com/articles/news/print.phtml?id=6789
The restaurant is an example of a fast-casual type of restaurant since its more expensive than fast food but not as expensive as fine dining restaurants that offer organic locally sourced dishes.
Chipotle Mexican Grill is one of the most popular Mexican restaurants in the United States, which offers burritos, bowls, tacos, and salads. It is one of my favorite restaurants to visit.
Mexican culture has a variety of different and unique ways of cooking and preparing meals. They usually include something mildly spicy. It also has many atypical ingredients compared to ours. Some examples are adobo, which is a red sauce or paste which is made from chipotle chiles. Aguas Frescas, are cold drinks made with fresh fruit mixed with water, they’re more like water than juice, but the ingredients are fresh, not a powder. The most unique ingredient in my opinion is the Mole. Mole is a rich, dark reddish-sauce, usually smooth and sometimes mildly spicy, and sometimes have chocolate in it. Tomatillos are another special ingredient in the Mexican culture, they are mostly called tomato verde in most parts of Mexico, but they aren’t really
At Mexican American restaurants customers would be offered dishes like chicken, cheese, and rice, but these foods would not be offered at a Hispanic household. Even though I like that food, at home I would eat food like meat, salsa, and tortillas. Mexican food tends to be spicy, colorful, and a huge variety. Most dishes consist of rice, beans, salsa, and tortillas. My aunt is an amazing cook and I love to watch her prepare food because I like to learn how to cook her recipes.