Chipotle Mexican Grill Essay

Television advertising for the launch included the popular commercial “Road Trip”, which shows a true story of a group of friends traveling across the US to be one the first to get the samples. The IMC strategy enjoyed instant success; the company sold over 100 million Doritos Locos Tacos in the first 10 weeks from launching. Taco Bell next launched its Cool Ranch Doritos Locos Taco. The company, in partnership with Frito-Lay, used an IMC strategy that included radio, outdoor, retail, TV and online advertising as well as public relations and social media promotions. Paid and earned media is what they use a lot of to advertise their brand. They want to reach consumers digitally because this is how the majority communicate rather than face to face. The company was quick to realize consumers are on social media for a majority of their time and they even sleep with their phones next to them creating a huge emphasis on their digital

1. Franchisees gain numerous advantage when they purchase a franchise. First, while a franchisee may be opening a new store, it is part of an already established business and system. This means a franchisee has access to turnkey operations, allowing an increased speed to establishing and growing the business. Franchisees also get support for management and training activities, as well as financial assistance. Going hand in hand with this, a franchise already has an established brand name, quality of goods and service which have been standardized across the franchisor’s larger company, and national advertising programs from franchisors. Franchises also have large-volume, centralized buying power. A franchise has proven products, and

The actions taken by Chipotle after the E.coli outbreak can be seen as both exacerbating the problem and finding ways to resolve the problem. However, as the crisis began, leadership coming from CEO Steve Ells and Co-CEO Monty Moran painted a picture of denial. One of the first decisions made in reaction the crisis was to purchase full-paid advertisements. This marketing tactic was done to mask the severity of the e-coli outbreak, sooth investors, and retain loyal customers. In addition to television advertisements, Chipotle decided to advertise using direct mail (Wahba, 2016). This practice does not correlate with traditional chipotle advertising; their last paid advertisement was in 2012. Chipotle has always operated in a fashion that let

Another point that reinforces this statement is related to their employees and the way they benefit them in many different ways because from the beginning, they become part of Chipotle by a trainee program and after that if they show that their store is running in a very positive way, they will promote making possible going up the ladder. They

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.

Steve Ells is a chairman and CEO of Chipotle, and he wanted to transform the food from serving fast but low quality to high quality. By year-end 2005, Chipotle had 489 locations in 24 states. With an unusually limited menu and the ability to have a customer’s order ready quickly, Chipotle can serve 300 customers in an hour, keep the number of customers waiting in line at peak hours to a tolerable minimum. Chipotle has re-vamped their mission statement to a simple but effective, “Food with Integrity.” This embodies Chipotle’s position on the importance of using animals that are naturally raised in “happy” environments. Chipotle believes it is important for people to know where their food comes from.

Limited Locations – Because of the standards that Chipotle has set on themselves they cannot open location anywhere, they must have the business and the infrastructure in place to grow the locations profitability. Most of the competition doesn’t have the same restrictions on setting up new locations, as we’ve seen the many McDonalds locations across the country.

Being that this restaurant style was so unique and they were very successful in a short amount of time they faced challenges, failed and still tries to maintain their originality by remaining competitive. Success in CMG Chipotle Mexican Grill, Inc. no doubly started off as a successful company. CEO and founder, Steven Ells cultivated this successful company in 1993 when he opened a taqueria in Denver, Colorado using borrowed capital from his father (Pearce & Robinson, 2015.

Chipotle is a major player in the fast-casual segment that it helped to define years ago. The company started as a disruptor in a mature fast food industry, competing with mainstream low-cost rivals like Taco Bell.

Chipotle has opened their stores in few countries such as the UK, the US, Canada, Germany and France. It is now time for the corporation to follow the lead from other companies like Yum. Brands such as KFC and Taco Bell as well as McDonalds expand their footprint in the Asian market like Japan. For example, Chipotle operates less than 2,000 restaurants in only 5 countries, while McDonalds operates more than 35,000 restaurants in 119 countries, and Taco Bell, another Mexican restaurant, operates 6,500 restaurants in 20 countries which shows that the Chipotle could do better if it expands its business.

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

First, Chipotle has a low amount of choices. Most fast food restaurants offer various products on their menu. This can increase the threat of substitutes due to variation of products. Chipotle can potential miss out of on potential markets. Another weakness, is Chipotles food cost. Other commutators like McDonalds, Taco Bell, and Burger King have relatively lower food cost than Chipotle. This is due to the high quality standard of Chipotle. This means that the food cost will rise and most of Chipotle’s target market can choice to eat else where. Another weakness is its target market, which can change their position on fast food. The target market can choose to eat healthier at home rather than go out to eat. Finally, most stores are based in United States with means that they are missing out on potential markets outside the United

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

There are various replacement products for Chipotle Mexican such as the local bakeries and artisanal producers. The competitive edge they will have to include customer satisfaction and quality terms.

Franchisors are increasingly having to be more and more selective in the adoption of franchisees with factors such as economic climate and the potential difficulty with growth playing key factors in the decision making process. It is not simply an ability to grow which creates a successful Franchise and nor is it the desire of any franchisor to adopt every potential franchisee. Franchisors are becoming more and more scrutinising as the global economy declines. There is a general understanding within any franchised