Swot Analysis : Chipotle Mexican Grill

Top executives of Chipotle conscious about the quality of food in its restaurants. Thus, Chipotle did not buy food ingredients directly from farmers and restaurant supplies from manufacturers. Chipotle acquired long-term relationship with food industry suppliers of good reputation that able to meet their quality specification. The company makes purchases from a list of granted suppliers that provide key ingredients. Some ingredients such as beans are organically grown produce. Chipotle uses high quality, nutritious and fresh raw ingredients for their food preparation.

With the right ingredients, speed, quality and leadership, Chipotle has reinvented the fast-food business. Serving food with integrity has produced big profits.

Most of Chipotle’s suppliers are family farmers who care about their farms’ soil or animals from being damaged. Therefore, Chipotle partner with farms that prioritize the health of their land to save the environment.

How many people can say that an experience with a job positively changed their character? When I first applied for a position at a Chipotle, I had no idea a fast food restaurant could affect my life in a personal way. Through this work experience, I have learned how to empower a team through elevation, how to have high standards in order to be a top performer, how to lead a team, and how to be a part of a family for the benefit of a community.

When working with a large task it is helpful to have a plan of action. There are usually many steps and much involvement is necessary for production and or operation. Because of this, it is helpful to have a helping hand. Once team members have been selected and plans are complete it is then necessary to think about who will be better suited for each type of function. Often times, a majority of these functions overlap and involve one another and team members need to work together. That is when teamwork comes in handy. Without teamwork many of the largest projects could not be complete and possible. They are an essential part of business.

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

Strength 2: Quality of Meats, Vegetables, and ingredients “Food with Integrity” Customers in today’s entire restaurant segments want to know not only the nutritional values of their food, but also how it was raised. Chipotle uses only free range animals for their meats and organic farms for their vegetables. This differentiates them from other restaurants that have special meals (at a higher price) that call out “prime” or “certified”. This differentiation allows Chipotle to maintain a simple menu of high quality meats and vegetables while using fine ingredients for customers that desire quality food in a timely manner. Customers who desire, want, or need high quality food have all of

Chipotle’s mission and even though organic ingredients are more expensive, Chipotle is always finding ways to lower the prices to the consumers and all of its decisions are made with customers on mind while trying to succeed in the long-run.

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.

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.

By not spending money on new item advertising they can use what they saved on opening new locations and branching into the international market. Currently as of 2015, Chipotle has 2,010 locations worldwide, which is up from 1,783 locations the previous year. (1) Within the first five years of the first location, Chipotle grew to have over 16 locations and was noticed by McDonalds as an up and coming fast food establishment. McDonalds invested $350 million into chipotle and became the majority shareholder of Chipotle’s stocks. (2) With their new found investment, Chipotle would have the capital it need to explode in the market with locations sprouting up across the

Chipotle Restaurants recently announced that they will begin testing drone based delivery service to students at Virginia Tech and earlier this year Domino’s began using robots to deliver pizza in New Zealand and Australia. We enjoy seeing creative innovations in the food industry, but we also feel the need to examine these achievements from a food safety perspective. With unmanned delivery drones and robots being tested, we grow curious to see how major food safety training standards such as NFSRP and Servsafe will adjust with growing automation in the food service industry.

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 known for serving highly customizable burritos that often include meat, rice, beans, cheese, and salsa wrapped in a flour tortilla. When sourcing ingredients, Chipotle puts great emphasis on the agriculture used to grow the food. In order to uphold the company’s declaration, animals must be raised without the use of antibiotics or added hormones, local and organic

The first aspect of Chipotle that this paper will focus on is Chipotle’s plans and marketing strategy. Currently, Chipotle opens two to three stores a week and plan on expanding upon that (Market Mogul 1). With Chipotle’s rapid expansion over the last twenty years, it would be more than fair to say that the company’s plans and marketing strategy has been beyond successful. The first aspect of these plans can be seen in the company’s mission statement. Chipotle’s mission statement is very short and succinct. On its website, it is simply “food with integrity” (Chipotle 1). While this seems to be