Case Study: Chipotle Mexican Grill Inc.

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Chipotle Mexican Grill, Inc., familiar to many people as Chipotle, is preparing to launch a new customer awareness campaign aligned with the company’s vision of providing “Food With Integrity”, high-quality ingredient food grown with respect to the environment served fast (Chipotle Mexican Grill Inc., 2015). Currently, the restaurant offers customers a selective line of food items where customers can build up to 65,000 variations of their own burritos, tacos, burrito bowls, and salads using only the best fresh organic ingredients. The marketing campaign will highlight Chipotle’s dedication to providing great tasting food from the purest source without genetically modified (GMO) ingredients. Chipotle is the first company in the restaurant industry…show more content…
Its restaurant culture is structured around bringing good quality service to customers much like what you would find in fine dining restaurants while providing food fast. Besides its food and service, Chipotle’s advertisement strategy is less conventional than its competition. Chipotle relies on customers to share their experience with other potential customers instead of spending profits in general advertisements while their competition relies heavily on television advertisements to promote their menu products to customers. This strategy has allowed Chipotle to make better use of its resources to find local farmers that meet the company’s vision in providing “Food With Integrity” (Chipotle Mexican Grill Inc., 2015). The primary marketing objective is to open between 190 to 205 new restaurants by the end of 2015. This will help connect more customers with local farmers providing better quality and tasting food items. By spreading awareness to customers of where their food comes from and how it is prepared, it looks to draw in more customers and increase their profits. Current Market…show more content…
The major players in the fast casual space are: Five Guys, Panera Bread, Chipotle Mexican Grill, Boston Market, Subway, Noodles & Company, Qdoba Mexican Grill, Schlotzsky 's, Au Bon Pain, Baja Fresh, Fazoli 's, Panda Express, Einstein Bros. Bagels, Moe 's Southwest Grill, Cosi, Inc., Steak 'n Shake, Nathan 's Famous, Skyline Chili, Sweet Tomatoes, Penn Station, Romano 's Macaroni Grill, Smashburger, Firehouse Subs, Shake Shack, Corner Bakery Cafe, Souper Salad, Grimaldi 's Pizzeria, Daphne 's Greek Cafe, and Taco Cabana. This year Panera Bread won the 2015 fast casual award presented by Chipotle is facing major competition from the rush of new copycat companies and alternatives to Chipotle. Chipotle is already getting market share concerns from the “Samsung’s” of the industry such as Lime and Salsa Fiesta. “It 's all these little, new concepts that are springing up everywhere. There is a mad rush into fast-casual, "Bob Gold an executive vice president at consulting firm Technomic. (Baertlein, 2013). The true test with Chipotle will be how they are going to continue to stay unique in a crowd full of clones. When its lunch time you might want to try something new like the emerging Noodle & Co that happens to be next door to a

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