Chipotle

3775 Words Jun 3rd, 2013 16 Pages
Chipotle Mexican Grill in 2012- Can it hit a second home run?

CONTENTS.

Executive summary……………………………………………………………………………3

Introduction………………………………………………………………………………………4

Analysis…………………………………………………………………………………………….4 1. Core competences………………………………………………………………...4 2. SWOT analysis………………………………………………………………………..4 3. Value chain…………………………………………………………………………...6 4. the chief components of strategy…………………………………………….7 5. the generic competitive strategies…………………………………………..8 6. strategy analysis…………………………………………………………………....8 a. the general comparison………………………………………………...8 b. financial and operating performance analysis…………….......9 c. competitive strength comparison…………………………………..9
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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.

II. ANALYSIS.

II.1.CORE COMPETENCES.
Some of the value chain activities that Chipotle perform especially well are: 1. Top - quality of products: organic beans, organic dairy products, natural meats from animal without antibiotics and growth hormones to speed weight gain… • 100% of pork from naturally raised pigs from those producers who can meet Chipotle strict guidelines. • 85% of beef comes from farms held with the same criteria. • 100% of dairy comes from cows that have never received the rBGH hormone.
2. Healthier ingredients compared to other fast food establishments (compare a Chipotle burrito with a McDonalds hamburger).
3. Friendly with environment: using ingredients which are avoided

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