Swot Analysis : Chipotle Mexican Grill

It is essential to have teamwork within a company. Companies who have embraced the concept of teamwork have reported increased performance in work production, problem solving and it has stimulated new growth. This group project approach has improved employee morale and increased input when managed correctly. The benefits of teamwork can make a positive effect in the company that incorporates this type of teamwork approach.

The Fast food industry is extremely competitive. Although Chipotle is a step up from most fast food restaurants, it still must

Founded in 1993, by Steve Ells, Chipotle has been serving the U.S., U.K., Canada, Germany, and France for twenty-two years. The chain offers a wide variety of options to put on a burrito, bowl, burrito bowl, or tacos. You get the option of what type of meat you would like including chicken, steak, barbacoa, or pork (they also offer vegetarian options). After picking your meat, you can go down the “line” to choose your toppings. From rice, beans, lettuce, guacamole, salsa, and many more toppings, the combinations of tastes are endless!

It’s nearing the end of the fourth quarter, stomachs are growling across the arena. The home team scores in the last minute, winning the game. The fans cheer and shout in pure joy; however, they’ve become hungry from the long game. They must find a place to satisfy the desire to celebrate and to please their hunger. They all gather in their cars and drive by many fast food restaurants such as: McDonalds, Burger King, and Chickfila. Then they spot it, the holy grail of fast food restaurants, Chipotle Mexican Grill. This is a great restaurant that can attend to all of your needs, hunger, and celebration after a sporting event. Chipotle has many accommodations which include: a great location, a wonderful atmosphere,

Chipotle would have to hire workers with driver’s license, and train workers about every detail of food that their restaurant offers to make sure the customer’s order is correct. This would also create new markets because none of the Mexican grill restaurants offer this service. Once chipotle starts this service, I can guarantee you that the competitors would try to do the same. Chipotle doesn’t have pre-ordering service yet because they have not looked into it. Their main focus right now is to continue building their empire and putting restaurants all over the world where people love to eat that kind of food. I thought of this service because I’m tired of waiting in those long lines and sometimes I was too busy or lazy to get up and go there myself. At times I even sent my sister there for me just because I love eating it so much and I don’t want to wait in a long

The founder of Chipotle is Steve Ells. Ells attended the University of Colorado, and later attend the Culinary Institute of America. He later worked at Star Restaurant as a chef, but then left to start Chipotle. At the age of 28, Ells opened Chipotle with a loan from his father of $85,000 on July 1993. Within a month Chipotle took off by sell over 1000 burritos daily by targeting millennial. Chipotle mission statement includes values of using the high-quality ingredients, classical cooking techniques, and a unique design. The mission of using high-quality ingredients has given respect to farmers, their animals, and the environment. This philosophy is called “Food With Integrity.” This concept has gained Chipotle a great amount of publicity.

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.

Chipotle’s kitchen and restaurant design intentionally places employees up front to reinforce a focus on service, through interaction with customers and individual attention by creating one burrito at a time (Chipotle, 2011, p. 5). While Chipotle combines basic ingredients to magnify the flavor they also stick to the basics when staffing their restaurants. Chipotle only has two shifts and cross trains their

This past October, 2015, Chipotle Mexican Grill’s reputation took a big hit following E. coli and norovirus outbreaks that left tons of people sick. As a result of this, the company closed 43 restaurants in Washington state and Oregon after linking some restaurants to an E. coli outbreak, which sickened 52 people around those area. The E coli outbreak has led to wide spread to other states that left customers sick from their food and has caused the company a down fall of their

Chipotle’s current information system is capable of proving sufficient feedback on implemented activities and performance. Chipotle uses an integrated information system called MicroStratery Business Interlligence Platform which includes Finance, Field Controllers, Marketing, Operations, Human Resources, Restaurant Management, and Field Management. This system analyses and provides feedback on key performance metrics, such as daily sales, trends, impact of marketing campaign, etc. This system provides efficient and effective way of reporting information with low total cost and easy-of-use. It also manages the flow of information within each restaurant and between the restaurants and the corporate office. Additionally, The point-of-sales systems helps chipotle manage credit card transactions, recorded employees time clock information and other management reports. The information is transmitted to the corporate office on a daily basis. Chipotle’s information system is one of the Company’s strengths and it can definitely be used to gain competitive advantage.

"We are hosting a national team meeting to thank our employees for their hard work through this difficult time, discuss some of the food safety changes we are implementing, and answer questions from employees," Chipotle spokesperson told ThinkProgress in an email.

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 is the leader in the fast casual market, with over 1,900 locations, $3.21 billion in annual revenue, and the ability to serve up to 300 customers an hour. It has innovated the restaurant market by providing reasonably priced scratch-made meals, containing local ingredients, all within the confines of a pleasing aesthetic environment (Chipotle Mexican Grill, Inc., 2014; Kaplan, 2011). To reach its success, the firm utilized architectural innovation by stealing components of various types of restaurants already in existence. The company appropriated its rapid meal preparation methods from fast food chains such Subway and Quiznos, adopted its provision of quality food from more upscale casual Mexican restaurants, and implemented a locally based supply chain similar to that seen at many local farm-to-table establishments. This convergence of different properties came together right as the millennial generation was coming of age and demand higher quality, natural, and locally sourced ingredients in meals that could receive quickly. The company has also attempted to utilize an incremental innovation approach by removing all CMO ingredients and testing new foods such as breakfast items, soup, and chorizo sausage (The Associated Press, 2015; Peterson,

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

Chipotle Mexican Grill is a company with a lot of fast food restaurants in the United States and Canada that specializes in burritos, tacos and bowls. Steve Ells founded the company in 1993 in Denver, Colorado. Chipotle is well known for its big burritos and its use of natural ingredients. Their mission statement is “Food with integrity”. They use this statement in an effort to show and lure people that they use organic ingredients. The company statement means that they serve the very best sustainably raised food possible with an eye to great taste, great nutrition and great value. Chipotle has been trying to set themselves apart from the fast food industry with the quality of their food. They try their best to offer organic food because the customers of their industry are shifting towards environmental harm free and organic foods. In their industry, companies compete on a number of different levels that include the menu, the service and the prices they charge their customers. The main competitors for chipotle are Qdoba which offer mainly the same services and menu like Chipotle, taco bell, Moes and Taco bell. The company has a very good management that have kept the company on its feet even after pandemic issues that had to do with health. To this date, Chipotle has more than 1000 restaurants running in three countries. The company has become a huge success that has also caught the attention of its competitors.