Swot Analysis : Chipotle Mexican Grill

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Nowadays, we often hear the phrase time is money. Hence, the majority of people have no option but to live in a fast pace time and a fast food industry. The value of time has increased so significantly that people are focused on utilizing time focusing on their leisure/career than in the kitchen. Since the turn of the century, the number of fast food industry has evolved extensively to meet the demand of people in the market. Out of numerous fast food industries, Chipotle Mexican Grill (CMG) has established itself as one of the major competitors in the market. With over two decades of history, CMG has been one of the big boys in the fast food industry. It has created its own image as one of the fast-food distributors who focuses on naturally grown food. Established in 1993 by the founder Steve Ells in Denver, Colorado, CMG has more than 2,000 stores worldwide (Chipotle, 2016).

With the history and success for the past two decades, CMG has been the center of attraction of various controversies along the way. The latest controversy that the CMG has been involved is the outbreak of E. coli in its multiple locations in the United States. In 2015, it was involved in the E. coli scandal from the months of October to December. According to the investigation done by the Center for Disease Control and Prevention (CDC), as of February 01, 2016, there were total of 55 infected from the E. coli outbreak in 11 different states (CDC, 2016). Out of 55, almost half (27) was reported in

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