Chipotle Mexican Grill. Chipotle Mexican Grill, Incorporated

Another way Chipotle used to reduce the cost is to select right store location, facilitate concise decoration and use solar panel for energy supply. Chipotle has been done very well in reducing cost strategy and it will keep working on the improvement in the future as well.

Chipotle Mexican Grill (NYSE: CMG) is a quick-service and casual Mexican-inspired restaurant chain based out of Denver, Colorado. The company takes pride in doing a few things exceptionally well: To serve high quality and delicious food quickly with an experience that not only exceeded, but redefined the fast food experience. Chipotle focuses on sourcing the best possible ingredients, serving the tastiest food, and growing the most capable team possible.

Since 1993, Chipotle has opened more than 400 stores, and plan to continue to grow and opening more stores. Though they have not reached a global level they continue to reach to that goal. With the growth they were having they said it would be around 40,000 people to staff in its restaurants. He’s focus to not only grow but to help the economy. “Not only are more job opportunities opening up, but Chipotle is also continuing to set a great example for other food companies, that naturally-raised meat, hormone-free food and organic produce can be used for large chain restaurants”. (Ells)

The company had run a national TV commercial which named “Back to the Start” during the Grammy Awards. Chipotle also had published their food, restaurant concept and business through favorable articles and television programs. Moreover, Chipotle used video and music programs as well as event strategy to attract the consumers’ attention to their restaurants. The company also initiated promotional activities via newly opened restaurants to attract more consumers. Chipotle introduced a reward program, the “Farm Team” to encourage more customers to join a program that educated them something related to Chipotle Mexican Grill business concept. In addition, the word-of-mouth publicity from customers enable Chipotle to reduce the cost of advertising but at the same time increasing the brand reputation of the restaurants in the

Chipotle’s kitchen and restaurant design intentionally places employees up front to reinforce a focus on service, through interaction with customers and individual attention by creating one burrito at a time (Chipotle, 2011, p. 5). While Chipotle combines basic ingredients to magnify the flavor they also stick to the basics when staffing their restaurants. Chipotle only has two shifts and cross trains their

“Food with Integrity” is the slogan of this restaurant chain; which is a rather new food stop of the time. Chipotle is a higher-end, fast food restaurant found in higher class neighborhoods. It is personally my favorite fast food restaurant and I would highly recommend it to anyone who would like to sink their teeth into some fresh, juicy, Mexican food.

Chipotle uses several suppliers when ordering and receiving their food products.  Chipotle’s main objective is to provide food with organic and naturally grown backgrounds.  Because of these values, Chipotle prides itself in using suppliers that follow their guidelines of “food with integrity” structure, by meeting the requirements and goals for food safety, animal welfare, sustainability, and social accountability.1

Chipotle Mexican Grill, Inc., founded 1993, is a restaurant company, which operates fast-casual fresh Mexican food. Headquartered in Denver, Colorado, Chipotle operates 2,010 restaurants across the United States, Canada and Europe, with 59,330 employees (Dec 31, 2015). Included are 13 Southeast Asia Kitchen restaurants and 3 Pizzeria Local restaurants, also operated by Chipotle Mexican Grill, Inc. The company offers delivering and catering services, and delivers its ingredients, and other supplies to its restaurants from 24 independently owned and operated regional distribution centers. Since 2006, Chipotle is listed on the New York Stock Exchange under the symbol CMG.

Considering the scrutiny that they have faced in recent years for food contamination; that may be hard to believe. I asked through email for information about some of their ingredients, they were willing to give me answers except for their meat. “The food chain began sourcing grass-fed beef from Australia” (Watrous). This may explain why Chipotle didn't answer my question and I had to go searching for the answer myself. Although, the beef they were outsource followed their guidelines, it wasn’t beef from the U.S and it was later found this was the likely cause of e coli outbreak. “For many months now, we have struggled to get all of the beef we need from cattle raised without the use of antibiotics or added hormones” (Watrous). Chipotle does try its hardest to serve food with integrity; however that is very dependent on the supply and demand. So, when demand is too high Chipotle turns to places like Australia or non-safe farming farms in order to feed the consumer. As Patel has stated in his book, “The consumer is part of the problem”. When Chipotle turns to farmers not in their business model; it contributes to the problem that is large scale farming. This Farming poisons the earth through pesticides that find its way into groundwater and eventually the Ocean. Agricultural runoff has proven to negatively impact marine ecosystems. Getting meat from Australia also puts unnecessary CO2 emissions into the

The Fast food industry is extremely competitive. Although Chipotle is a step up from most fast food restaurants, it still must

Chipotle is the leader in the fast casual market, with over 1,900 locations, $3.21 billion in annual revenue, and the ability to serve up to 300 customers an hour. It has innovated the restaurant market by providing reasonably priced scratch-made meals, containing local ingredients, all within the confines of a pleasing aesthetic environment (Chipotle Mexican Grill, Inc., 2014; Kaplan, 2011). To reach its success, the firm utilized architectural innovation by stealing components of various types of restaurants already in existence. The company appropriated its rapid meal preparation methods from fast food chains such Subway and Quiznos, adopted its provision of quality food from more upscale casual Mexican restaurants, and implemented a locally based supply chain similar to that seen at many local farm-to-table establishments. This convergence of different properties came together right as the millennial generation was coming of age and demand higher quality, natural, and locally sourced ingredients in meals that could receive quickly. The company has also attempted to utilize an incremental innovation approach by removing all CMO ingredients and testing new foods such as breakfast items, soup, and chorizo sausage (The Associated Press, 2015; Peterson,

2. Healthier ingredients compared to other fast food establishments (compare a Chipotle burrito with a McDonalds hamburger).

I believe one segment of the Chipotle customer population is the self-expression people. These people are the kind of customers that want to express their values of supporting the local farmers and the farmer’s mission of growing organic food and their way of supporting that movement is by patronizing this kind of restaurant.

Chipotle has very little political factor disrupting operation. They rely on purely organic products so in case the FDA approved more intense regulations regarding the fast food industry. While organic food may be good for nutrition, it does raise the risk of foodborne illness. In September 2015, Chipotle closed all in the West Coast markets due to a reported outbreak of E. coli bacteria.

Chipotle is a fast casual dining establishment that serves Mexican cuisine, specializing in burritos and tacos. Like other fast casual restaurants, it does not offer full table service, but promises a higher quality of food with fewer frozen or processed ingredients than fast food restaurants. In fact, Chipotle is widely known for its mission to only use organic ingredients and