I. Introduction
A. Attention getter- Do you Know that Chipotle uses organic ingredients and naturally raised chicken, pork and beef?
B. Credibility statement-"Chipotle Mexican Grill, Inc., is one of the leading fast-casual Mexican restaurants in the United States, with more than 1,200 company-owned outlets in 38 states ( International Directory of Company Histories)."
C. Thesis Statement- The purpose of this presentation is to demonstrate why Chipotle is an undisputed leader in the growing fast food casual.
D. Preview of main points- Today I will firstly go over the History of Chipotle and secondly the Strengths, Weaknesses, and the Opportunities of Chipotle Mexican Grill, Inc. II. Main point #1 Chipotle History: A. Steve
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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 …show more content…
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
External environment analysis plays an important role in shaping the overall industry. It helps keep the business ahead of its competitors and providing opportunities for implementing innovative ideas. Based on demographic, Chipotle focuses majority of its sales on “Millennials”, who are between the ages 18 and 24. “Serving high quality food with reasonable prices” and the ability to customize your meal with a variety of different options in a fast paced environment is something many consumers are attracted to especially the younger generation. Chipotle’s first restaurant was established in Colorado but now they have restaurants all throughout the United States, Canada, United Kingdom, and so much more, located primarily in urban areas.
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).
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.
Taco Bells currently one of the top prominent Mexican fast food chains in the United States.
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.
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
Chipotle Mexican Grill requires a beginning to bring back consumers to begin buying meals again. Chipotle underwent a decline in revenue due to a recent outbreak of E. coli in at numerous sites. The E. coli outbreak caused restaurants to discontinue operations thus forcing loyal consumers to eat at other establishments (Choi, 2015).
They went from one of the most promising fast food companies in the country to a company that turned on its own values. Chipotle closed forty-three stores even though the CDC was only concerned about eight. This was part of Chipotle's effort to show they really do care about their food safety and their committed to restoring their reputation as a company that lives by "Food with Integrity”. Chipotle’s co-CEO sent out a statement saying, "The safety of our customers and the integrity of our food supply has always been our highest priority," (Geier, 2015). In the past, on multiple occasions they have backed their beliefs in integrity for their food supply.
Chipotle : Does the Big Mac Win?” by James McWilliams he starts straight to his points,
Food Safety Modernization Act of 2011was put in place to prevent contamination by one person
Was it grown locally? How was it grown? Were chemicals used? Eating locally promotes the health of the consumer. Michael Pollan and Richie Chevat, author of The Omnivore's Dilemma, stated, “No fossil fuels or added fertilizer or chemicals needed” (148). Since there is nothing being added to the animals’ diet or their pastures, their meat is more nutritious because they are eating the nutrients that they need through, not a corn-fed diet and a condensed living area like a CAFO farm does. Julia Vogel, author of the book, Local Farms and Sustainable Foods, said, "It takes a lot of human-made chemicals, plus fuel energy, to keep the produce looking perfect while it's shipped" (Vogel 6). Since the food isn't grow naturally, but instead chemicals that were created and used by us, which are abundantly poor for the environment, but also the consumer. When people think about the food they eat, us as consumers need to think about what is is made of and where how it was made. If a fruit has no bruises, chances are it was created with chemicals, and if is does have a bruise, chances are that it was grown in a natural environment. One organization that would disagree with this is McDonald’s as well as a CAFO farmer. Pollan says, “These animals have evolved to eat grass. But at a CAFO, they are forced to eat corn-at considerable cst to their health, to the health of the land, and ultimately to the health
Chipotle has taken some major hits especially with the outbreak of Escherichia Coli (E Coli). Chipotle seems to be making a comeback in the market but my biggest suggestion to the company is to watch how they market going forward. Social media can be very cold and the opinion of one person can bring a business down just like that. I do know that traditional marketing do not always work for most businesses in the food industry. The food industry has become so competitive that you have to find new ways of advertising.
Chipotle Mexican Grill, Inc. is a fast food restaurant franchise that was established in 1993 and is based in America, Canada, Germany and France. The franchise has had an immense amount of success over the last decade, with an annual revenue of 4.5 billion dollars in 2015. With its inception in 1993, Chipotle maintained a culture and mission that “food served fast didn’t have to be a ‘fast food’ experience.” (chipotle.com). Chipotle has become a cultural and societal phenomenon in the US.
Before it can be gone into detail about how fast food companies are to blame for people over eating their food, it first must be proven that fast food is indeed the main problem causing today's obesity in America. It is known to many people how the number of fast food restaurants in America has increased tremendously over the past several decades, but it is difficult to calculate by how much due to the lack of historic statistics. Also, it is difficult whether or not to categorize certain restaurants as fast food. Although, a good way to get a feel on the growth of the fast food industry is to take a look at McDonald's, which has been America's most popular fast food chain for decades. In 1968 McDonald's open its 1,000th American restaurant. This number has increased to 13,800 restaurants in 2011 (McDonald’s 1), which really shows how much more fast food people are consuming compared to the past. Consider th...