Case Study: Chipotle

Question (1a) Current and Future Key Success Factors:
Current KSFs
 Clear mission: Chipolte has a very clear mission statement “Food with Integrity”, the company tried to use high quality ingredients, which are organic, non-frozen food, to make food accessible to all people with affordable price. The company has a clear brand image: Chipotle serves fresh, healthy and natural food. For example, Chipotle purchase the ingredient from the local market near the store, and the stores do not reheat the food.
 Simple product lines: Chipotle has a really focused, limited menu. In the menu, it can be categorized into 4 parts: burritos, tacos, salads and beverages. The restaurant never offers limited-time or promotional items. A focus and limited menu not only helps Chipotle to maintain an average taste, but also prevents Chipotle to waste money: (1) the company don’t have to spend too much on advertising if there are no new items. (2) the company don’t have to teach the staff how to prepare the new items.
 Let the customer have meals in their way (Food Customization): Unlike most of fast food restaurants, Chipotle create options for its customers, customers can combine and pick the ingredient based on their preference. By using the co-development, customers are more likely to return even they had bad experience; customers might think that

Chipotle held food, ideas & music festival every year. The company invited local farmers and chiefs to provide healthy meals. The idea of the event is to show the support the sustainability and enhance the brand image-fresh, healthy & natural to its customers. In the films Chipotle made, they all communicate and show the respect for the food and environment. The company successfully build a clear brand image to increase the favorability and to strengthen the main idea: natural, fresh &