Report On Chipotle

Two more people have filed federal lawsuits against Chipotle after they said they were infected with E. coli in an outbreak linked to the popular Mexican chain in the Pacific Northwest. The Seattle attorney representing Jessica Ellis of Mount Vernon, Washington, and Chris Collins of Lake Oswego, Oregon, is asking the federal court in Portland to hold Chipotle liable for their illness. There are at least 41 people on the list of cases spanning two states 28 in western Washington and 13 in Oregon’s Portland area. The latest case was confirmed in Oregon.

It turns out even Chipotle isn’t perfect. Seventeen Chipotle locations in Minnesota have been linked to a recent salmonella outbreak and are currently under investigation by the state’s health officials.

The Chipotle scare can have a major impact on the profits that Chipotle will be

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.

The food industry is always going to have some sort of problem. Not a restaurant known to mankind, has never had no problems at all. People over shot the entire ordeal with and around the Chipotle in Simi Valley. However, I am sympathetic for the ones whom may have gotten sick from the meats or whatever may have caused it.

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.

Whenever people bite into some food, they often forget how far that food has travelled to get to them. Each ingredient has its own story, some better than others. By tracking just two days of my food consumption I learned a lot about myself and my food. It is easy to forget, or not care about where our food comes nowadays and how we impact where that food comes from with our demands. Foods from different regions carry with them different sociological, economical and environmental impact; sometimes, outweighing the value of the food.

“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.

Chipotle targets people ages 18-24 that are in the middle class and presumably well-educated. As per the U.S. Census data accessible in April 2016, Chipotle's business sector comprised of 13.3 million family households with a 10 billion cap out of a 120 billion fast-food market. The information uncovered that 79% of the family households were non-Hispanic whites and 33% of them had higher educations or graduate degree. There are additionally family buyers of Chipotle which 68% of them were wedded with 35% in a two-person family to be a couple and 43% in a three to four-person family household wedded with kids. Chipotle searches for grubbers and wellbeing fanatics who likes to eat big amounts of food or have a meal that is good for the body. Chipotle targets individuals who are earth cognizant that takes after the 'Food with Integrity' mission, socially engaged, technology knowledgeable, and financially

Primarily, the article’s purpose is to announce Chipotle’s philosophy that will enhance their corporation, thereby, boosting the economy. Chipotle believes that by providing more gainful incentives i.e. educational assistance, paid leave, and the potential to earn a six figure salary to their employees will reduce the high employee turn-over rate that the fast food industry encounters (Jargon, 2015). Furthermore, change the way that the fast food industry has been viewed. The strategy is to transform the fast food experience into a “fast-casual,” dining experience (Boone & Kurtz, 2014) by providing a more urbane atmosphere and employing individuals that are well educated to maintain such an atmosphere. The article states that thus far the industry

Fast food is known for low quality and low prices. Alternatively, the dine-in experience offers high quality with a higher price. Some restaurants seek a low-cost dine in experience but this is done with a deteriorated food quality. Therefore, it would make sense that Chipotle’s philosophy of high quality has a hard time maintaining a low price. Chipotle makes this work by charging slightly higher prices than fast food. Customers are willing to pay this because of the differentiations Chipotle offers but how does this translate overall financially?

However, the co-CEO and founder of Chipotle, Steve Ells is certainly not affected by rival fast food chains. Proven in an interview with Ells, he believes that the fast food restaurants could never be able to change their food culture and stand side by side with Chipotle, to serve fresh and healthy food at fair price. Ells is definitely not concerned and not at all threatened fast food rivals. In his opinion, traditional fast food restaurants have traded food quality for low costs and preparation, all of which compromises the dining experience. As times have changed and consumer preferences shifted towards healthier, nutritious and better tasting food, Ells is confident that these fast food restaurants are of no huge concerns for Chipotle in terms of competition. Ells notes that this is a good sign for the company, and will continue to provide services based on their Food with Integrity

Changes in customer preferences, general economic conditions, discretionary spending priorities, demographic trends, traffic patterns and the type, number and location of competing restaurants have a moderate effect on the restaurant industry (Chipotle, 2010). One example of customer preferences being a driver in the industry is the “Whole Food-ism Movement” which has put a large focus on organic, antibiotic-free, and non-processed foods (Mansolillo, 2007). Consumers now look for healthier options when eating and an overall healthier lifestyle. Chipotle has been able to benefit from this movement by carrying on their “Food with Integrity” mission (Chipotle, 2010).

Chipotle has categorized its restaurants as “fast-casual” dining. The dining experience is similar to that of fast food restaurants. The customer orders and pays at the counter; the real difference is made in the quality of the food. The food offered by Chipotle is of a higher quality than the food offered by McDonald’s, Burger King, or Taco Bell.

CMO Mark Crumpacker stated, fast-food marketing typically is a game of trying to obscure the truth; The more people know about fast-food, the less interest they’d want to be a customer. Chipotle’s mission statement “Food with Integrity” reflects its focus on fresh ingredients; great food with a socially responsible message made them one of the first organic oriented fast-food restaurant