Chipotle Case Study

Chipotle ventured into a new territory when it was created, as it had an innovative vision for fast-casual restaurants. By using fresh and quality ingredients, Chipotle raised the bar in their segment. The service line where customers could see their order being prepared enhanced the experience of Chipotle. Consumers who were used to eating at fast-casual restaurants where the food was frozen and made out of sight were able to savor the uniqueness of Chipotle. These differences helped Chipotle become successful. However, as competitors copy the traits that make Chipotle unique, Chipotle must adapt and overcome in order to remain a profitable company.

Do you have a favorite fast food? There are many different fast food restaurants and two of the most popular are Chick-fil-a and Chipotle. Chick-fil-a is a restaurant who has a chicken based menu. Chipotle is a Mexican who is all about burritos and tacos. Both Chick-fil-a and Chipotle are good fast food restaurants, Chick-fil-a has a wider range of food choices and has more active role in the community but Chipotle is healthier which makes choosing which one is better a lot harder.

Chipotle Mexican Grill is one the fastest growing restaurant businesses in the United States. Chipotle Mexican Grill was founded by the current CEO, Steve Ells, in 1993. Chipotle headquarters are located at 1401 Wynkoop Street, Denver, Colorado 80202. The company operates in the restaurant industry and more specifically the fast casual Mexican restaurant market.

With the right ingredients, speed, quality and leadership, Chipotle has reinvented the fast-food business. Serving food with integrity has produced big profits.

Also, it would be cheaper and less headache because you don’t have to wait five to ten minutes at Chipotle for your food. The meal you make at home, the kids may like it more than going out to eat. These are the three things that might or will affect Chipotle.

In this case, we can face 2 main points: first of all, if we see Chipotle as “fast food”, pre-cooked dishes may be a threat for them, because the main reason, although it offers great quality of products and respect for environment, is that customers don´t have or don´t want to cook because they do not have time for it. In the other hand, McDonald’s in the industry of fast food, ranked best value as we can see in page 49 exhibit 5A is a serious threat because of cheaper products, so switching costs in this case is very high, although food quality cannot be compared.

Fast Casual Restaurant fast casual restaurant is a type of restaurant that does not offer full table service but promises a higher quality of food and atmosphere than a fast food restaurant. In the USA it is a relatively new and growing concept to fill the space between fast food and casual dining. The typical cost per meal is in the US$8–$15 range. Two emerging fast casual restaurants are Chipotle Mexican Grill and Panera Bread.

Although many customers enjoy that Chipotle is sticking to their “Food with Integrity” mission statement, it could prove to be very costly to them and their customers. Chipotle’s food costs are currently higher than the industry average. Per Exhibit 1 of the Chipotle’s article, shows that Taco Bell cost half the amount for the same type cuisine at Chipotle. Chipotle charges higher prices for a fast food store, with the average customer spending approximately $8.50 per visit. It is important to monitor of economic changes of customer spending habits so they are aware of price elasticity and

Nonetheless, after Chipotle has been faced by the closure of its main premises, its main responsibility is to allocate the funds to those countries which indeed require

This paper explores the mission, vision, values and principles of Chipotle Mexican Grill that guide them in the restaurant industry. Their key mission, vision, and values revolve around providing food with integrity and changing the way people think about and eat fast food. Chipotle’s principles include sticking to the basics of a simple menu and uncomplicated, interactive employee roles.

Chipotle Mexican Grill was a concept turned reality by a gentleman by the name of Steve Ells. Chipotle Mexican Grill provides excellent Mexican cuisine driven by a concept of “Food with Integrity”. The first chipotle Mexican grill was opened in 1993 in Denver Colorado. By the end of 1995 there were three. In 1996 alone, Steve Ells opened five more Denver-area restaurants growing by a total of eight stores in three years. By 1998 Chipotle Mexican Grill was showing much promise. In order to meet their growth needs Chipotle took on outside investors.

The study used sentiment analysis, framing analysis, and questionnaire data to examine the substance of the conversations and impact that they had on Chipotle. The results show publics were highly engaged

* High quality products with the best raw materials (naturally raised beef, pork and chicken)

Over the last decade, Chipotle is one of the fastest-growing restaurant chains. The company’s commitment to serve fresh food using only natural and organic ingredients, supports local family farms and sources sustainable ingredients from local growers. Chipotle competes against the big fast-food chains, such as McDonald’s and Denny’s. Chipotle found its “Enthusiast” customers by focusing on social media to tell its story. Today, it has over 1.7 million social media fans, yet spends next to nothing on traditional paid media. Because Chipotle is a fast food and less expensive, it also appeals to the “Savvy Shopper” who wants to enjoy fresh food at a bargain price.

It is due to their “poor work planning and control and inadequate management” that has created such “significant causes of lost productivity” and health hazards (Klempa, 2006, p. 33). Chipotle has had to learn the hard way the dire need to “train people on the job, as well as inside the classroom (Klempa, 2006, p. 33). Coaching on the job is critical, but is often given insufficient time and not tailored to the individual” (Klempa, 2006, p. 33). Thus, horrible occurrences can happen when proper training is not in placed and when what is learned is not implemented. Supporting local food sources is an excellent idea that Chipotle has built their entire business plan around, however if extensive checks and balances are not in place the safety of many can and will be in