Chipotle Research Paper

All organizations have their own unique traits that differs them from others. There are a lot of reasons that helped chipotle grow and expand in the way they did. One of the main reasons is that their main focus is on their employees. They believe that creating a culture that focus on helping your people to grow and develop is the base for success. By having employees who love what they do; they will help in creating a brand that customers will love and they will be committed to accomplish the company goals.

Chipotle Mexican Grill (NYSE: CMG) is a quick-service and casual Mexican-inspired restaurant chain based out of Denver, Colorado. The company takes pride in doing a few things exceptionally well: To serve high quality and delicious food quickly with an experience that not only exceeded, but redefined the fast food experience. Chipotle focuses on sourcing the best possible ingredients, serving the tastiest food, and growing the most capable team possible.

re strong competitors and Yum! Foods leads the industry it is my recommendation that any investments be made in Chipotle.

Chipotle’s kitchen and restaurant design intentionally places employees up front to reinforce a focus on service, through interaction with customers and individual attention by creating one burrito at a time (Chipotle, 2011, p. 5). While Chipotle combines basic ingredients to magnify the flavor they also stick to the basics when staffing their restaurants. Chipotle only has two shifts and cross trains their

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 on using the best ingredients, and living their mission statement “Food with Integrity”. Their focused menu of burritos, burrito bowls, tacos, and salads; are made to order right in front of you, of high-quality, organic ingredients which are

The Fast food industry is extremely competitive. Although Chipotle is a step up from most fast food restaurants, it still must

This menu consists of burritos, tacos, burrito bowls, and salads that customers can customize to their liking. Another component is using high-quality ingredients and traditional cooking methods instead of using automated methods, these enables them to create fresh, tasty dishes that can be served to customers minutes after it was ordered. The next component is creating a restaurant with a simple design, but with a very functional kitchen. These components, along with employees that are trained well and fresh, organic, and fair trade ingredients is the strategy that Chipotle employ to serve fresh, healthy fast food with fast food pricing.

Chipotle consumers tend to be in urban locations and do not offer drive thru service like their fast food competitors. Chipotle’s fast casual menu does not offer breakfast and typically operates in the window of 11 AM to 10 PM focusing on lunch and dinner guests, unlike its competitor Panera. Quick service foot traffic has remained flat since 2009 and fast casual segment has grown 4 to 8 percent. Beyond the US market, the Mexican fast casual industry in relatively immature and is an opportunity for great growth potential.

Another factor that has been successful for chipotle is that they have maintained an Elegant Simplicity environment for their restaurants. Many successful fast food or casual restaurants have used this style to create their establishment.

During the first year, chipotle will stress their usage of their promotional mix team. The team consists of advertising, public relations, persona selling ,promotions and direct marketing tools to persuasively communicate customer value and build stronger relationships. advertisement will work with the promotional team to create a short term excitements and says during the first quarter of the year to increase Chipotle’s awareness. Public relation will aggressively build the chipotle brand and use attractive messages to spread and maintain brand awareness. With massive use of the social media, Chipotle will push to use non-traditions always of advertisement, such as giving away free meals in exchange for writing, video, or other artistic forms

Chipotle Mexican will utilize the business strategy combination with the international market expansion and cost leadership strategies. Licensing and franchising types if the new entry in a market is utilized as the expansion mode by Chipotle Mexican. Product and services utilization in standardization lies in the building blocks of business strategies. A substantial menu of uniform type will be offered that will comprise a list of bowls, salads and after a six-month break even implication, there will be an achievement of new test marketing opportunities. The customers will have feedback opportunity through test marketing. Major competitors in case of Oman are including, Burger King, McDonalds, Pizza Hut, KFC, Domino’s,

Chipotle has many core competencies that make the restaurant have a unique experience. First, the restaurant believes in selling quality food at reasonable prices. Unlike other fast food restaurants, Chipotle has a commitment to “Food with Integrity” which increases the use of organically grown local produce, organic beans, organic dairy products, and meats from animals that were raised in accordance with animal welfare standards. This competency alone makes the restaurant stand out immensely in a very positive manner because most of fast food restaurants do not offer this experience.

The Chipotle restaurant is an excellent hotel operating in various countries in the United States, United Kingdom, France, and Germany. It goes by the mission statement; food with integrity, the statement represents the restaurant 's effort to ensuring that customers have access to quality food made of organic ingredients (“Chipotle." N.p). For this reason, the hotel is amongst the restaurants in the countries that mainly serve meat which is naturally raised than any other restaurant. The restaurant observes quality and effectiveness of service delivery, provision of food and the overall hygiene in the working environment.

Additionally, Chipotle offered a service model that could be easily personalized, allowing customers to select their choices of ingredients and watch their meal prepared in an assembly style line. Chipotle also prided themselves on

Chipotle was an inventor of the fast-casual segment of the restaurant industry. Fast-casual restaurants can be defined as being positioned somewhere between fast food restaurants and casual dining restaurants, but offer value to its customers through quality food, quick service, and unique upscale décor and ambiance, at a slightly higher price than fast food restaurants (Trefis Team, 2014). In recent years this segment has been producing significant gains in the restaurant industry. Technomic’s is reporting that sales in the fast casual segment have grown eleven percent, while the number of units has increased by eight percent in 2013 (Trefis Team, 2014).