I. MARKETING AND SALES:
a. MARKETING
Products/services offered:
Mexican cuisine is known for its varied flavors, colorful decoration, and variety of spices and ingredients, many of which are native to the country. We are planning on bringing a Mexican restaurant to Islamabad, by the name Chipotle, since has the element of innovation and differentiation in it. There was no 100% Mexican restaurant offering a large variety of cuisines and along with that also providing the ambiance that would take every walking in customer in to the whole Mexican scenario. Our products include a wide variety of authentic Mexican Cuisine comprising of salads, enchiladas, fajitas, Carnitas, quesadillas and the traditional Mexican food offerings. We will also be serving all kinds of flavors of sheesha.
We will be offering both lunch and dinner, whereas along with that we will also offer the facility of arranging parties and booking the place for corporate dinners/breakfast. Chipotle will offer lunch, dinner and brunch on weekends at our restaurant. We will also be serving sheesha. Other than that Chipotle will be arranging parties on booking basis. Companies can also book it for meetings or breakfast/brunch at corporate level. And companies will be offered special discount to create loyalty and long term relationship.
We will also offer services as
• Special theme weekend nights
• Salsa dance classes
• value added services
• starters
• unique Environment
• Music
• Wifi availability,
• Screens
Pricing:
Cost- Based Pricing would be done because there is no pure Mexican restaurant available in our target market- thus the following structure:
Eg: 25 + ...
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..., which will be a certain percentage of discounts in their total bill. This will increase the sales of existing customers as well as will attract more new customers.
• Dining Coupons
We will also launch a loyalty building programs in which we will send our loyal customers dinning coupon on important events like; their birthdays or wedding anniversary to improve our cliental.
• Delivery
Service of home delivery will soon also be introduced, making it convenient for those customer who wants there food to be delivered at their doorsteps. Special home delivery offers will also be introduced making our offer more attractive amongst the competitors. We will maintain a proper database of our customer to make sure they don’t have to go through the time consuming process of explaining their address and phone numbers. By this we can also create a good customer relationship.
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 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.
On the technological side Chipotle has turned their attention to bettering their services through a variety of channels. In 2014 Chipotle invest “$10 million to redesign its technology network and add mobile payments to its ordering app, among other improvements” (Wong, 2014). Also, with the emergence of services like Uber Eats and GrubHub Chipotle online ordering and delivery has never been faster. Payment processes have sped up which improves customs ability and convince which shows that Chipotle is focused on operational proficiency and customer
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.
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
The SWOT analysis, the strengths, weaknesses, opportunities, and threats demonstrate the most important things leading to the success of Chipotle Mexican Grill, Inc. In fact, Chipotle obtain their ingredients from sustainable sources and that is their strengths because it help us understands their competitive advantage over their competitors. According to the MarketLine "Chipotle serves food using naturally raised meat pork, beef, and chicken and dairy cattle...In 2014, the company bought more than 20 million pounds of local produce for its US restaurants, an increases of more than 33% from the previous year." This shows that Chipotle's using naturally raised meat will let their customers know that their food have no chemicals or synthetic
The first recommendation is that Chipotle needs to create a separate mission statement. This is critical to success because it explains who chipotle is, why Chipotle exists, what their core values are and how it will serve their stakeholders. By doing this Chipotle can achieve its vision and have their entire team on the same page. Collaboration with stakeholder to accomplish this recommendation should take between one and three months (Strategic Management, 2014).
In my opinion Chipotle is a strong market and they reinvent the fast food concept showing that has something fast in not meats have something bad for your body. Actually they become a really well-named company and besides the problems that they had with E-coli and suppliers. They are imply new methods for clean and keep the rest of their restaurant safe for them costumers. I cannot tell if in 50 years Chipotle still in business. But, I am pretty sure that for now own all new ideas will be base in their concept.
While the economy withers, there is a new fast food company that grew a little over 20% in the last year. The Chipotle Mexican Grill is a growing fast food chain. Chipotle offers a new fast food experience. Tasty. Hip. Fresh. This is a place with a promise of “food with integrity”.
Chipotle is one of the fastest growing restaurants which is served in the United States, Canada, England, Germany and France. This restaurant is more popular for burritos and tacos. The name chipotle is derived from the Mexican Spanish name which means smoked and dried jalepeno chili pepper. It is also considered as one of the first chains of fast casual dining establishments. The mission statement of chipotle is “Food with Intergrity” which means that they put effort in using organic ingredients and serves more naturally raised meat in comparison to other restaurant chain. Chipotle was founded by Steve Ells in 1993. Ellis attended the culinary institute of America in Hyde park, new or where he finds out the popularity of the taquerias and use that concept to open the first chipotle in Denver, Colorado in which he targeted to sell 107 burritos a day. They sold around 1000 burritos a day after a month of its establishment. Then he opened various numbers of locations in Colorado but they come up with an opening outside of Colorado which is in Kansas City in 1998.
Chipotle first opened its doors in Denver, Colorado in 1993, setting out to create a new experience for the fast food diner. They put together a simple equation of fast, fresh and high-quality ingredients and looked to change how people viewed fast food forever. Their simplistic approach has expanded across the years and although they still strive for the same fast, fresh and high- quality concept their views have expanded to include sustainability as one of their main pillars.
One of the biggest discussions that come with Chipotle and Qdoba is the food being served. Chipotle serves “Food with Integrity,” meaning the food contains no GMO’s (genetically modified organisms) and is antibiotic free. The restaurant prefers to get food
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 Chipotle is using to increase operations and strategies used to compete against rivals in the competitive environment. Concluding with an overall evaluation of Chipotle’s business portfolio.
Any Chipotle I have always gone to have always had good service. Their employees are great. There is never a sour moment when you ask for anything, they are always kind and welcoming. I am always greeted with a hello and a smile when I step up to order. Even if the employee serving you has had a bad day it never shows, you would never know. Despite the lines being basically out the door every time you come (which is the only downside to coming here), the wait time can give you a headache. It is worth it, because Chipotle for sure serves fast food; they usually have three employees working to serve the food. One to get what you order prepared, one to add what extras you and to finish packing it and one to cash you out. The menu is very easy to read and figure out what you want. They have all of the print on the menu in white and big font so it makes it simple for everyone to read. So there isn’t any trouble ordering what you want. They have many different options to choose from as well. You don’t always have to get the burrito.
C. Thesis Statement- The purpose of this presentation is to demonstrate why Chipotle is an undisputed leader in the growing fast food casual.