Chipotle Mexican Grill ( Cmg )

1668 Words Feb 15th, 2016 7 Pages
History
In 1993, Chipotle Mexican Grill (CMG) was established in Denver by college graduate and classically trained chef, Steve Ells. The initial startup saw CMG focused on offering limited menu choices which include burritos, burrito bowls, tacos, salads, soft drink, fruits drinks and milk. CMG menu is classically prepared and customers have the opportunity to dine in elegance at a reasonable cost. CMG business model is crafted in line with the company’s’ “Food with integrity” mission by providing the best quality, farm fresh healthy food by keeping a limited menu. The company prides itself on using organically grown local produce and meats that are free of antibiotics and hormones and which is in compliance with governmental
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The term “fast casual” was generated as part of the restaurant industry in the 1990’s. Fundamentally speaking, this category of restaurants do not offer a full table service. Fast-casual are strategically positioned between fast food and casual dining and as such is differentiated by the quick service offered, quality of food, casual dining, inviting ambiance, reputation, innovation, menu price and location. It is the practice of companies operating within this industry to use wholesome and fresh ingredients in the preparation of the high-quality food they serve. In addition, professional preparation and appealing presentation are highly prioritized by companies operating in this segment. (Parpal 2015).
Ferdman 2015 alluded to the fact that fast casual restaurant industry has grown within the region of 550 percent since 1999. During the recent economic downturn, fast casual restaurants were the only segment of the industry with significant sales growth and as such was expected to contribute approximately $22 billion in sales for the 2012 fiscal year. The performance of the fast-casual segment continues to contribute tremendous growth to the overall restaurant industry and the National Restaurant Association was able to report annual industry sales of $709.2 billion in 2015 which was generated from 1 million restaurants operating in the United States (reasturant.org). The rapid growth of
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