Chipotle case study

There are quite a few chief differences between Chipotle’s strategy and the strategy being employed at Moe’s South West Grill’s. The biggest and most noticeable difference is Chipotle’s has company-owned restaurants only whereas Moe’s Southwest grill has franchised restaurants only. While Chipotle’s strategy is more oriented on a focused differentiation Moe’s strategy focuses on a broad differentiation of its menu. For example, the menu at Moe’s features meals such as quesadillas, tacos, burrito bowls, burritos, salads and nachos. Customers can customize main dishes with more than 20 items. Furthermore, Moe’s also offers a kid’s and vegetarian menu as well as two

One of Chipotle’s significant core competencies is to offer premium quality food at a low cost. In 2003 to 2004 Chipotle decided to obtain locally grown produce and meat from farms with high animal welfare standards. Farmers who followed the guidelines set forth by the Department of Agriculture’s were Chipotle’s priority suppliers to fulfill their “Food with Integrity” campaign. Providing a close business relationship with these farmers has enabled both Chipotle and the farmers to have a competitive advantage over their competition. Chipotle has found their customers appreciate a restaurant with strong food ethics. Chipotle is currently leading the way for fast-casual dining especially since the trend in North America is for better healthier ingredients.

Another factor that has been successful for chipotle is that they have maintained an Elegant Simplicity environment for their restaurants. Many successful fast food or casual restaurants have used this style to create their establishment.

Taking the vision of “to change the way people think about and eat fast food”, Chipotle has acquired impressive achievements in fast-casual segment of restaurant industry. Chief components of Chipotle’s strategy are six elements.

5. Conduct an analysis of the company’s sales efforts, especially regarding the cultivation of customer relationships. The sale efforts of Chipotle mainly focused on “Cultivation thoughts ”, which intently aim to change people’s way of thinking on fast foods. Even though Chipotle provide fast foods, the company like the order served fast without having the “Fast food” experience. Chipotle in recent years has put a huge emphasis on educating the customers that the organic, healthy and sustainable integrations they offer in the food, and much of which gets widespread attention with campaigns.

Chipotle’s cuisine is Mexican. Their menu consists of burritos, tacos, burrito bowls, and salads prepared with fresh ingredients employing classic cooking methods. The customer proceeds down an assembly line choosing the

Chipotle Mexican Grill Inc. is considered part of the fast-casual and high quality food restaurant industry. The fast casual industry is today the fastest growing segment of the restaurant industry. The definition of a fast casual restaurant is an establishment that promises rapid service, higher quality foods, and a more enjoyable atmosphere than that usually offered at a typical fast food restaurant. (Analysis of Strategic move by Chipotle- book). Therefore this industry is poisoned right in between the fast food restaurant and casual dining restaurant industry. It is considered part of the fast food due to the following qualities; high-speed service, self-service, simple menu, no drive-thru provided. The casual dining due to the higher quality

In the same way, some components of Chipotle’s business strategy include internal and external components that can help company to achieve organizational mission, strategic goals and so on. The main components of Chipotle’s business strategy are suppliers and customers. According to the data given in the case, the advertising spending has reduced 2.1million from 2009 to 2011. The company expands their brand through word of mouth instead of traditional media like TV. They hope use those budget expenses to feedback to customer.

During the first year, chipotle will stress their usage of their promotional mix team. The team consists of advertising, public relations, persona selling ,promotions and direct marketing tools to persuasively communicate customer value and build stronger relationships. advertisement will work with the promotional team to create a short term excitements and says during the first quarter of the year to increase Chipotle’s awareness. Public relation will aggressively build the chipotle brand and use attractive messages to spread and maintain brand awareness. With massive use of the social media, Chipotle will push to use non-traditions always of advertisement, such as giving away free meals in exchange for writing, video, or other artistic forms

Chipotle Mexican Grill is attempting to revolutionize the fast food market. After observing the popularity of taquerías in San Francisco, founder Steve Ells brought his love of Mission-style burritos to Denver, Colorado in 1993. With rapid success, Ells began to expand the company outside Colorado. Today, Chipotle serves its burritos at over 1,900 restaurants globally. The leader in the fast-casual industry employs the use of local ingredients and sustainable farming practices to promote its mission of “food with integrity.” Focusing on the farm to fork movement, Chipotle aims to apply ethics at every point in the supply chain.

All organizations have their own unique traits that differs them from others. There are a lot of reasons that helped chipotle grow and expand in the way they did. One of the main reasons is that their main focus is on their employees. They believe that creating a culture that focus on helping your people to grow and develop is the base for success. By having employees who love what they do; they will help in creating a brand that customers will love and they will be committed to accomplish the company goals.

In the American food industry, customers have been caught between seeking fast service and seeking healthy choices. Customers are often forced to choose one another as many restaurants lack the flexibility for customers to enjoy both of these demands. One restaurant that’s goal has been to meet both of these crucial customer demands is Chipotle. Chipotle is a Mexican-food based restaurant that strives to offer a fast-service experience for its customers along with high quality and healthy ingredients. For the last twenty years, Chipotle is one of the fastest and biggest growing restaurants in the United States. Chipotle’s stock has been public as of 2006 (Market Watch 1). As of last year, Chipotle currently has 2,250 restaurants in the US (Market Watch 1). While Chipotle has undoubtedly been one of the most successful restaurant chains in the US over the span of the last twenty years, Chipotle’s stock has significantly dropped due to the recent E Coli infection that seeped its way into Chipotle ingredients last year. As a result, Chipotle’s sales has suffered with its yearly revenues dropping from 4.5 billion dollars in 2016 to 3.9 billion dollars (Market Watch 1). While it is easy to see why Chipotle has fallen off with customers due to the E Coli breakout, it is also easy to see why Chipotle has succeeded and become a fixture of success in the food industry. This paper will provide an objective focus on the internal structures that have turned Chipotle into one of the most successful restaurants in the US by looking at Chipotle’s plans and marketing strategy, organization and leadership.

Chipotle’s core competency is its ability to serve its customers quickly. Chipotle creates orders quickly through its infamous service line, this allows the company to serve 200-300 customers per hour. Another strength of Chipotle is that it uses organically grown ingredients in all of its restaurants. It uses meat and dairy products obtained from suppliers who practice humane farming and are conscious of animal ethics. Moreover, Chipotle has started offering vegetarian alternatives which makes it popular among vegetarians. Chipotle’s network of reliable and approved suppliers with the help of regional distribution centers is also a source of strength as it increases quality as well as operational efficiency. While Chipotle has a low marketing budget, it stresses on consistent brand image and message in all of its restaurants which results in a unified brand image. Finally, a strength for Chipotle is

The following proposal consists the profitable expansion strategy for Chipotle in India, in relation to our top most priority to act locally and think globally. After giving a close look to the cultural, social and ethical environments of India, it depicted an immense fast food market with a 24 million middle class population who are eagerly looking forward for restaurants with new concepts. Focusing on our differentiation from our competitors, is to provide healthy and fresh ingredients, which is our key factor to prosper due to the change in the social trend in India to be in good shape. We believe in creating a socially responsible environment in our host country, welfare of the animals and farmers will be taken care

The purpose of this new product expansion is to increase sales primarily. Increasing sales is very important for Chipotle and these new products can help raise revenues significantly. The project deliverables include the introduction of the project, and the implementation of the project both in the United States and then other