The Idea Of Chipotle Company

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I. Overview
The idea of Chipotle started with its founder, chairman and co-CEO, Steve Ells. His idea was to offer higher quality food, combined with the speed and convenience of fast food, giving birth to a new trend: “fast casual”. Chipotle offers a focused menu of burritos, tacos, burrito bowls (a burrito without the tortilla) and salads made from fresh, high-quality raw ingredients, prepared using classic cooking methods and served in a distinctive atmosphere.
Chipotle opened with a single restaurant in 1993, in 1998 McDonald’s made an investment that allowed Chipotle to grow from 14 stores to about 500 stores in 7 years. McDonalds was a major contributor to Chipotle’s success, notwithstanding McDonalds’ decision to divest its stake in 2006, Chipotle has been able to maintain a robust growth ever since and became a huge success. Today Chipotle operates more than 2,000 restaurants, including 26 Chipotle restaurants outside the US and 14 ShopHouse Southeast Asian Kitchen restaurants, and is an investor in an entity that owns and operates four Pizzeria Locale restaurants.
One of the success drivers of Chipotle is their emphasis on simplicity and high quality through their vision of Food with Integrity, where they claim to use the best ingredients that are sustainably grown and raised responsibly. Coupled with the overall social trend of more conscious food consumers seeking for healthier options, Chipotle’s offering seems like the perfect formula for growth.
II. Porter’s
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