Chipotle Mexican Grill ( Cmg )

Chipotle saw an opportunity in the fast-casual restaurant industry and launched an innovative concept. It believes that fresh and quality ingredients are key and that customers are willing to pay more for such ingredients. To ensure such ingredients, Chipotle uses a large amount of organic food in their restaurants. This not only creates fresher and healthier food options for consumers, but also assists local farms that supply the organic food. Not only does Chipotle use organic food, but it uses produce that is in season. This reduces the costs of transporting produce and ensures that the ingredients are fresh. While competitors attempt to replicate the menu, style, and flavors of Chipotle, they do not have the resources to use organic ingredients as efficiently as Chipotle does. This is one strength of

Chipotle has a very simple product line-up offering tacos, burritos and salads. However, it offers up to 65000 combinations of ingredients for customers to choose while assembling the product. The product ingredients, sourcing and preparation are important for Chipotle w.r.t. customer experience and perceptions about the brand. There is however, no difference in product line-up when compared to direct competitors like Qdoba.

Chipotle Mexican Grill is a fast casual Mexican Restaurant that operates from the United States. Although the restaurant is specifically segmented to the fast casual Mexican restaurant market, it does not simply operate in this realm. Chipotle is also successful operating in the restaurant market as well. According to the Trefis Team (2014) Chipotle Mexican Grill has managed to take market share from restaurants in the fast food industry.

Chipotle makes sure that the plants animals are being treated right and are not fed GMOs. Years ago, the carnitas (pork) was removed from restaurants because the animals were not treated right. Our fruits and vegetables are washed and blanched, to remove germs and other harmful bacteria. Our foods and vegetables are hand cut to a certain style. We focus more over quality than with quantity but quantity is still our main concern. We did have a summer rewards program (it was just a test drive. It will be back soon) and we have a few coupons such as the Buy One, Get One Free coupon and the One Free Chorizo coupon. At Chipotle, were always thinking of the customer’s health? From our utensils to our foods, everything has a certain temperature. To make sure that everything is to temperature, we fill out “the Black Book” which is a book that records the temperatures of the foods on the front line, the grill, and the walk-in fridge. These get done periodically throughout the day. Other than temperatures, we have portion sizes to help with your health. Some people may not agree with the portion sizes but portion sizes are here for two reasons; to save food and to not fill you up on so much

Chipotle’s strategy is focus on the selected menu that they can provide best to the customers. Also, differentiate with other fast food restaurant such as Taco bell. Chipotle’s competitive advantage is related with the differentiation. They are in the fast-food market, but offer fresh, local produced ingredient and no hormones added to their meat and other dairy products. Therefore, customers who seek integrity, they will go to Chipotle for Mexican fast food.

Chipotle's burrito is meant to match taste for non-Hispanic white and people that have embraced a healthier way of life and spending. They are purchasing less, and are searching for more prominent quality in their buys. In today's economy, fiscally careful purchasers are searching for more noteworthy worth with a right mix of item quality and great service at a reasonable cost. Chipotle makes a sound pattern by serving high quality food at moderate costs. This pattern has prompted new markets to those purchasers that are searching for fast food with a sound viewpoint. Chipotle has made a society that influences society's conduct towards solid sustenances and natural fixings. Chipotle has great awareness toward their natural ingredients and practices that bolster environmental sustainability for their organic ingredients and meats. Chipotle's statement of purpose aims to respond to its customer’s interest for more quality at reasonable

Chipotle Mexican Grill, Incorporated is a restaurant that offers Mexican food including burritos, tacos, burrito bowls (a burrito without the tortilla), salads, and more. The company has been in operations since 1993, starting out as one unit and growing to 1,300 units in over 46 states, the District of Columbia, Canada, and the United Kingdom in 2011. The restaurant served fast-casual food with a customizable menu. The restaurant prides itself on serving food made from scratch with wholesome, organic ingredients (Chipotle, 2016). Chipotle is a restaurant in the fast-casual dining industry, focusing on food sourced from sustainable farming practices including meat product that is responsibly raised in humane ways

Core competencies are the unique ability that a company acquired when the company initially setting up. It is the inborn competitive advantage that cannot be easily imitated by competitors. When Chipolite was born, its owner Steve Ells targeted it as the fresh and healthy fast food which means its products need to be fresh and fast delivery. In current dining market, there are three types of restaurants: full service, fast food and the restaurant in between. Chipotle belongs to the last one. Full service restaurant has the highest expense and longest time service, so it is only targeting for mid and high class customer with their leisure time consumptions. At same time, fast food restaurants, their aim is to

Chipotle Mexican Grill (CMG) was founded in Denver, Colorado in 1993. It began when American’s were visiting fast food chains on a much more regular basis than in years past. Places like McDonald’s, Burger King, and Taco Bell initially seemed to be competition for Chipotle. However, a recent shift towards healthy eating, organic produce, and grass-fed meats has shifted the favor towards Chipotle. At the end of 2015, Chipotle Mexican Grill owned and operated 1,971 locations in the United States alone. CMG also owns and operates thirteen ShopHouse Southeast Asia chains along with being an investor in three Pizzeria Locale restaurants.

Chipotle Mexican Grill (CMG) is a fast food restaurant that serves burritos, tacos, burrito bowls, and salads that are made using fresh ingredients. Since its establishment in 1993, there are 1,755 Chipotle restaurants throughout the United States and 17 Chipotle restaurants located in Europe. Chipotle is known for high quality ingredients that they use to create their “gourmet” burritos. The ingredients include naturally raised pork, beef, and chicken. Chipotle switched to hormone free dairy ingredients in 2007 and since 2008 a portion of Chipotles black beans is certified organic. Additionally, the company provides consumers with a short menu that is customizable with many options. Chipotle uses traditional culinary techniques to insure that

Changes in customer preferences, general economic conditions, discretionary spending priorities, demographic trends, traffic patterns and the type, number and location of competing restaurants have a moderate effect on the restaurant industry (Chipotle, 2010). One example of customer preferences being a driver in the industry is the “Whole Food-ism Movement” which has put a large focus on organic, antibiotic-free, and non-processed foods (Mansolillo, 2007). Consumers now look for healthier options when eating and an overall healthier lifestyle. Chipotle has been able to benefit from this movement by carrying on their “Food with Integrity” mission (Chipotle, 2010).

The fast food industry has been growing dramatically during the last few years. For this reason, we should try to find out what are the several factors why fast food consumption keeps growing among young people and adults. Therefore, as we have seen, the popularity of fast food is spreading rapidly among many people due to the following three main reasons: good taste, convenient time, and price. Personally, working for a fast food restaurant for a brief moment in my life, I can attest to this. Marketing also plays a big part to more people eating fast food. It’s in our culture in America to expect fast food companies to market and strategize their ways to make us, the consumers, to buy more food and consume more food so they can make more profit. Especially now with commercials and social media. The fast food industry has thrived in the modern era. It’s thriving so much, the industry is growing faster than the U.S economy, at

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,

One can only assume that Chipotle uses concentration strategies for their corporate level strategies, because they only concentrate on the restaurant industry. Market penetration and market development is their main focus, as they are attracting new customers as they increase brand awareness through their business strategies and their “Food With Integrity” campaign, Farmed and Dangerous live action story-telling comedy series, and Cultivate Foundation, which is a non-profit organization supporting sustainable agriculture, family farming and food education, and they are expanding into new markets with international expansion, so Chipotle can continue “to change the way people think about and eat fast food” (Chipotle, 2015). Chipotle also, uses ‘product development’, but not as aggressively as market penetration. The most recent product development is a meat alternative made from tofu, called “Sofritas”. Chipotle is highly invested in Pizzeria Locale, suggesting the possibility of horizontal integration in the near future, and is using an adjacent strategy with its sister restaurant ShopHouse Southeast Asian

segment further distinguishes itself by adding the advantage of quality. On the other hand, the