Swot Analysis Of Chipotle Mexican Grill

897 Words Jul 16th, 2016 4 Pages
Chipotle Mexican Grill is an American chain of fast food restaurants in the United States. The company rose to prominence right from its inception in 1993. The company’s founder Steve Elle wanted to serve customer inexpensive and yet delicious food at the pace of a fast-food restaurant. The ability of Chipotle to serve, “slow food, fast” is what set it apart from its competitors and made it widely popular. In 2012, Chipotle owned 1,458 restaurants all over the country and was serving 900,000 customers per day in 43 states.
1. SWOT Analysis
a. Internal Analysis
i. Strengths
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…

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