Chipotle Mexican Grill, Inc. (Chipotle) is a US based company of Mexican food restaurants that

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Chipotle Mexican Grill, Inc. (Chipotle) is a US based company of Mexican food restaurants that developed and operates in the fast casual, fresh Mexican food restaurant industry across the US. Chipotle is the catalyst for this new category of restaurant. Chipotle believes that the idea that food served fast doesn’t have to be typical fast food. The company manages Mexican food restaurants across the US, Canada and London, all under the flagship brand and trademark of Chipotle. Chipotle also focuses on using the best ingredients, and living their mission statement “Food with Integrity”. Their focused menu of burritos, burrito bowls, tacos, and salads; are made to order right in front of you, of high-quality, organic ingredients which are…show more content…
Given a strong focus and dedication from the top to serving a quality product to its consumers, Chipotle has enjoyed enormous success in recent years but the continuation of implementing cutting edge strategies will allow continued expansion.
Strengths
Chipotle is innovative. Chipotle founder and CEO, Steve Ells, focused on making his restaurants have “Food With Integrity”. Chipotle has vegan-friendly and gluten-free items on the menu for those customers who have different wants and needs (S. Hayes, personal communication March 3, 2014). Chipotle consists primarily of directors who previously worked for McDonalds and have leveraged that experience into building Chipotle into the success that it is (Satran, 2013).
Opening new stores with smaller footprint and lower upfront costs as the new locations they have planned to open will feature “Type A” designs. The locations will have a “smaller footprint and lower upfront costs” which will allow the company to start up new locations and the return on investment will not require additional expansion for additional funding. This decision alone will decline the cost for a new location by $800,000 (Ambartsoumian, 2012). Chipotle has stores in various types of locations such as end of row shops, shops within a row, free-standing units, and those in urban locations. This puts them in variety of locations making it easy

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