Chipotle Mexican Grill

Chipotle Mexican Grill (CMG) 1 INDUSTRY Chipotle is a part of a large industry of restaurants. Of these restaurants, Chipotle best fits in the fast casual Mexican segment. In this market, Chipotles main competitors are Taco Bell, Del Taco, Qdoba Mexican Grill, and Moe’s Southwest Grill. Several of their competitors compete by offering menu items that are explicitly branded as lower in carbohydrates, fat, and calories. Some may claim that their products are improved for customers, or they would target

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

doing right. One example of a company that has been in the news due to its continuous success is Chipotle. The purpose of this report is to present a case study on Chipotle. Various web and printed resources were used to compile this case study. The main focus of this paper is to use the different marketing concepts learned and apply them to get a deeper understanding of a specific company like Chipotle. The different marketing concepts that can aid in understanding a company includes company overview

1 Brief History Chipotle Mexican Grill originated in Denver, Colorado in 1993. In 1998, McDonald’s became the majority shareholder; however, in 2006, McDonald’s divested its controlling interest. Chipotle became a public company listed on the New York Stock Exchange in 2006. It currently has 1,083 locations across the United States and Canada. In May 2010, Chipotle expanded into Europe, opening their first restaurant in the United Kingdom. (Form 10-K Chipotle Mexican Grill, Inc., 2011) 1.2

Billboard Deception In the past Chipotle Mexican Grill, Inc. has put up many ads on huge billboards. There is one ad in particular that stakes a claim about it’s ranking of their ingredients among competitors. The ad reads “WE WANTED TO WRITE ABOUT OUR LOCALLY SOURCED NATURAL INGREDIENTS, BUT SHORT BILLBOARD HEADLINES ARE BETTER” (Liebelson). Although Chipotle is claiming that the quality of their ingredients are better, it leaves the consumer wondering what exactly is so good about the products

Integrity means doing the right thing even when no one is watching and that is a golden phrase that I have been taught ever since very young so by us using integrity at Chipotle as our philosophy, I believe, puts us in a golden position as a company. The interesting part is also that the founder of Chipotle, Steve Ells, enjoyed cooking shows over cartoons when young. Then after graduating from the Culinary Institute of America of New York, and enjoying burritos from taco places decided he could do

Chipotle Mexican Grill is attempting to revolutionize the fast food market. After observing the popularity of taquerías in San Francisco, founder Steve Ells brought his love of Mission-style burritos to Denver, Colorado in 1993. With rapid success, Ells began to expand the company outside Colorado. Today, Chipotle serves its burritos at over 1,900 restaurants globally. The leader in the fast-casual industry employs the use of local ingredients and sustainable farming practices to promote its

Chipotle Mexican Grill, Inc. (Chipotle) is a US based company of Mexican food restaurants that developed and operates in the fast casual, fresh Mexican food restaurant industry across the US. Chipotle is the catalyst for this new category of restaurant. Chipotle believes that the idea that food served fast doesn’t have to be typical fast food. The company manages Mexican food restaurants across the US, Canada and London, all under the flagship brand and trademark of Chipotle. Chipotle also focuses

of Chipotle Mexican Grill Abstract This paper explores the mission, vision, values and principles of Chipotle Mexican Grill that guide them in the restaurant industry. Their key mission, vision, and values revolve around providing food with integrity and changing the way people think about and eat fast food. Chipotle’s principles include sticking to the basics of a simple menu and uncomplicated, interactive employee roles. Mission, Vision, Values and Principles of Chipotle Mexican Grill The

Chipotle Mexican Grill is a fast casual restaurant chain that has locations in five countries. It was founded as a single location in 1993 by Steve Ells. Since then it has grown tremendously to have over two thousand locations. It is one of the most successful fast casual restaurants ever in the services sector of the S&P 500 with earnings over $475,602,000 in 2015, despite some bad media attention. Overall, Chipotle Mexican Grill is a strong company as of 2015. From 2013 to 2015 Chipotle Mexican