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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

Chipotle Mexican Grill Snapshot of the company Chipotle Mexican Grill, Inc. is one of the leading fast-casual Mexican restaurant chains throughout the United States, United Kingdom, Canada, Germany, and France. Chipotle has been in operation since it was founded in Denver, Colorado in 1993 by Steve Ells. It is known for its fresh, gourmet, and increasingly organic ingredients. In 1995, Chipotle opened their second restaurant and later opened their third restaurant with a Small Business Administration

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 Product

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

advantage, corporate and business strategies, organizational structure, organizational culture, social responsibility, company policies and company leadership. These concepts will be used in the discussion of findings for this report. Chipotle Mexican Grill Company Overview Chipotle is a combination of fast food and casual dining restaurant that serves Mexican food. Chipotle opened its first restaurant in 1993 in Denver Colorado. It was founded by its CEO Steve Ells. It currently has 1,600 locations

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

decided he could do his own but with a mix of different ingredients. In this way, I think it really is a great way to inspire customers to think back on a topic they enjoyed and know that they can move forward with it if they choose to. Chipotle Mexican Grill is

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 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 mission

The suppliers to our company will be mostly ingredients based when we chose to build our own factory, but as a smaller start up company it will make the most sense to outsource the actual mixing of ingredients to large suppliers who can then distribute. Outsourcing in some cases can cut costs, so as time goes on we may not even want to open our own plant depending on pricing and the rising input costs we talked about earlier. To distribute to large restaurants we would want to match with a supplier