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.
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.
WinCo Foods is a supermarket chain with headquarters in Boise, Idaho. It started in 1967 and has since expanded to include over 100 locations throughout the United States. Until 1999, all of its stores operated as Cub Foods or Waremart Food Centers, but the company now has its own branded locations. It also has five distribution centers. The stores and distribution locations employ more than 15,000 staff members in a variety of positions.
Because Chipotle has to pay higher prices for their company’s items such as the avocados and package than its competitors. According to the MarketLine articles about Chipotle Mexican Grill, Inc., "For instance, an average meal at Chipotle is the range of about $8, Whereas its competitors such as McDonalds, Taco Bell and KFC has options such as Value menus that start from even $1." Chipotle food is expensive because they have the best quality ingredients that are not common such as the avocados for their competitors. But Chipotle 's competitors are getting more sales revenues of their menu items because with one dollar to can buy a meal for a
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.
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
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 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).
Let the customer have meals in their way (Food Customization): Unlike most of fast food restaurants, Chipotle create options for its customers, customers can combine and pick the ingredient based on their preference. By using the co-development, customers are more likely to return even they had bad experience; customers might think that
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.
Control systems – Costco has an Enterprise Facility Information management system, each Costco is connected to corporate, the EFIM provides real-time information, management of control systems (like energy), and an inventory management system that allows suppliers to monitor their own stock levels at any Costco. The EFIM reduces costs related to energy consumption, maintenance, and contracted services
This setup provides the capability to serve over 200 people per hour. Employees are cross-trained to be able to perform more than one job duty which helps both the restaurant and the customer experience during peak times (Gamble, Peteraf, & Thompson, Jr., 2015). Chipotle is not just focused on creating a great experience for their customers, they also strive for a positive work environment. Providing fast-tracked advancement opportunities for those who prove their commitment to the organization and want a long-term career at Chipotle Mexican Grill. Financial and Operating
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
Wendy’s is one of the world’s third largest hamburger companies that is quick service. There are over 6,500 company and franchise restaurants worldwide. Wendy’s mission is to stand for honest food, higher quality, fresh wholesome food, prepared when you order it, prepared by Wendy’s kind of people, do it Dave’s Way, we don’t cut corners. This company believes in fresh and non-frozen products so the customers are satisfied and now they bought from an honest restaurant. The foundation believes in long term success that include there core values in every production. The core values are “Quality is our Recipe” “Do the Right Thing” and “Give Back”. Wendy’s focuses on the responsibility that the stakeholders are also the key to success.
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.
A fast food restaurant will have to have a good pricing strategy in order to ensure that competition does not push the firm out of business. This will ensure the restaurant remains competitive. For effective management of cash inflows, the management will require to create an environment whereby each item has been priced conspicuously and reflecting the cost of bringing the same to the table as well as the profit margins targeted by the restaurant (Mark 1998).