Chipotle Mexican Grill. Chipotle Mexican Grill, Incorporated

Chipotle’s resources are their advanced technology tools that eliminate pathogens while maintaining food quality. Their source from farmers who adhere to the company’s mission of food with integrity. Their continuing education and training programs offered to their employees to make sure that they are implementing industry-leading food safety protocols.

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.

If you are like the majority of all other Americans, chances are that you have once found yourself waiting in the long, corner-wrapping line at Chipotle. Even if you are not one of those people, then you still probably know of this fast-food restaurant and its popular reputation, both good and bad. The description of this company, provided by NASDAQ, states, “ Chipotle Mexican Grill, Inc., a Delaware corporation, together with its subsidiaries (“Chipotle”, the “Company”, or “we”) operates Chipotle Mexican Grill restaurants, which serve a focused menu of burritos, tacos, burrito bowls (a burrito without the tortilla) and salads, made using fresh ingredients. As of December 31, 2016, we operated 2,198 Chipotle restaurants

Chipotle Mexican Grill is a leading force in its commitment to buy food from sustainable sources that do not have a negative impact on its menu pricing. Besides leading the way in the fast casual dining experience, it also supports farming initiatives that develop and practice best standards. Chipotle is also active in its environmental commitment to working to reduce its carbon footprint by reducing its reliance on fossil fuels through the implementation of various environmental initiatives, including green building and depending on solar power energy. It is also well known for its philanthropic activities, including its

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)

Innovation; Chipotle is a very innovative food provider. Chipotle has an intense focus on making the restaurants have “food with integrity”. The restaurant also placed vegan, veggitarian and gluten-free items on the menu to satisfy customer’s different dietary needs. Each new restaurant location is scouted before construction, making sure the business will be there and also having a steady stream of clean produce for “food with integrity”.

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 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.

Founded in 1993, by Steve Ells, Chipotle has been serving the U.S., U.K., Canada, Germany, and France for twenty-two years. The chain offers a wide variety of options to put on a burrito, bowl, burrito bowl, or tacos. You get the option of what type of meat you would like including chicken, steak, barbacoa, or pork (they also offer vegetarian options). After picking your meat, you can go down the “line” to choose your toppings. From rice, beans, lettuce, guacamole, salsa, and many more toppings, the combinations of tastes are endless!

After the initial success of Chipotle, the executives realized that they had to improve one of their products -- the shredded pork which they used in almost all their food items.9 This is when Chipotle found an advertisement for the farmers of Niman Ranch, a pork supplying company.9 Steve Ellis took interest in this supplier after he sampled some of its organically grown products.9 Chipotle’s spokesman, Chris Arnold, stated after Ellis tried the pork: “What so impressed Ellis, in addition to the quality of Niman Ranch pork, was the way in which the Calif.-based company raised its animals, from feeding practices to the land on which the hogs roamed.”9 The Niman Ranch experience completely changed the way Chipotle selected from their food suppliers, them having contracts with ranches in the Midwest for pork and livestock helped them cover a larger geographic region and facilitate the demand for Chipotle

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

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.