Local Chipotle Case Study

•Proposal: this venture would consist of Chipotle’s market entry to Spain, bringing healthy, tasty and authentic Mexican fast food to Spanish consumers.

Chipotle Mexican Food Restaurant is considering a new product launch. One of Chipotle’s areas of weakness is their limited menu offerings. Currently the limited amount of menu items is hurting Chipotle’s sales. The new products that Chipotle will be offering will be Red and Green Chile. This new product will boost Chipotle’s sales. These are items that

Where and when did you observe the behaviors? Who made the observations? On 1/28/16, En-Lei observed inside of Chipotle. On 1/29/16 and 1/30/16, Matt observed across the street from Chipotle. On 2/1/16, Dana observed from a window across from Chipotle in the lobby of the Huntington Hall. On 2/2/16, John observed across the street from Chipotle. What behavior categories did you observe? How did you define each behavior category? We observed the outwardly happiness or unhappiness of individuals leaving Chipotle during lunch hours. We defined outwardly happiness as the smiling of each individual leaving Chipotle and unhappiness as the lack of a smile. When and how did you make observations? We used the frequency method of observation during lunchtime

Chipotle was founded by Steve Ells in July of 1993 and in 1998 Mcdonalds was a major investor but, in 2006 they withdrew from Chipotle. Chipotle is one of the most famous fast food restaurants is the Unites States. In 2016 there was 2,250 restaurants in the U.S. alone. It is a nice, fast, and easy way to get dinner or lunch for you and your family. That’s why Chipotle is one of my favorite places to eat.

Chipotle inappropriately handled this crisis because CEO Steve Ells and Co-CEO Monty Moran blamed the Center for Disease Control and the media for exaggerating the outbreak. Creating a public perception of Chipotle’s board members who did not showcase a clear motive for public health safety. After the E. coli outbreak, Moran made statements to Chipotle’s investors at an industry conference: “The media likes to write sensational headlines, you’ll probably see, you know, when somebody sneezes, Ah, it’s E. coli from Chipotle” (Colvin, 2015). Moran made another statement on Twitter ‘saying’ “CDC is working in an unorthodox way” (Wohl, 2015). Moran’s arrogant comments reflected a quality of an unconcerned CEO in the eyes of the public. In one of

“Food with Integrity” is the slogan of this restaurant chain; which is a rather new food stop of the time. Chipotle is a higher-end, fast food restaurant found in higher class neighborhoods. It is personally my favorite fast food restaurant and I would highly recommend it to anyone who would like to sink their teeth into some fresh, juicy, Mexican food.

The first factor is Globalization: the world wide goal of using naturally raised standards, Chipotle had the main core value of customers and animals well being and stopped using hormones and antibiotics hormones on animals and started raising them on a free range on farmland: naturally raised animals. Secondly, Consumers: where Chipotle provided them with high quality, tasty and affordable. The third factor is competition: which varies with region, market, and restaurant. Chipotle face stiff completion from Panera Bread, chick-fill-A, Noodle and other companies. The completion is in the form of taste, quality, and speed of service, prices value, brand recognition, location, customer services and competitor condition. The other factor is marketing: the company focuses on word of mouth and strategic marketing promotions although it used radio and billboards Medias without television which was not genuine. Lately, the company has embarked on the sending messages on Twitter and Facebook, which is the modern marketing methods and also helps to reach a large population compared to the historical media. The company has the hope of finding a content delivery platform that would inspire consumers to become curious about where their food comes from, so as for customers to the idea of chipotle have the food with integrity.

In the chipotle article it states that many of their restaurants were being just down by the Food and Drug Administration in almost 9 states. The reason why so many were closing was because of viruses spreading which were E. Coli and the norovirus. The they are still investigating if they would have criminal charges or not.

Accounts receivable, net of allowance for doubtful accounts of $208 and $102 as of December 31, 2011 and 2010, respectively

Chipotle Mexican Grill, Inc was established in 1993 in Denver by founder Steve Ells, a graduate from Culinary Institute of America. After graduating he worked at Stars Restaurant in San Francisco. He began working on opening a fine-dining restaurant. His vision was to change the way people think about and eat fast food.

Yes, transparency is important in all companies. Transparency is easier for some than others. Transparency operates in such a way that it is easy for other people to see what action is taken. It has been defined as "the quality that is seen as intentionally shared information of the sender." Transparency is practiced in companies, organizations, administration, and society. It guides the decisions and policies of the organization to the disclosure of information to workers and the general public, or only the intended recipient of information.

Chipotle Mexican Food Restaurant is a fast growing chain of restaurants. Currently Chipotle has over 1600 restaurants in the following countries: United States, United Kingdom, Canada, Germany and France. Chipotle has grown from a small corner restaurant booth to a food restaurant chain that will continue expanding worldwide. Their Mexican cuisine has grown very popular in the United States and in expanding countries. Chipotle has also started expanding their menu to include more items which will increase their customer base. Chipotle has also added Shophouse Southeast Asian Kitchen and Pizzeria Locale. These new restaurants that Chipotle owns will continue to expand the company and their business. Offering different genres of food can be a great idea to expand those individual chains of restaurants to other countries. Chipotle is growing exponentially and will continue too so an expansion is a great thing.

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.

Steve Ells is the founder and CEO of Chipotle. Steve is a trained chef and opened his first Chipotle store in 1993 at a former Dolly Madison ice cream store in Denver, Colorado. His goal was to serve high quality, delicious food quickly and in a “fast-casual” setting (Ells).

The company said growth would cool further in 2016, sending shares in the popular burrito