Chipotle A Socially Responsible Organization Essay

1.Is Chipotle a socially responsible organization? Why or why not?

Socially responsible organization means that the behavior and the actions of the organization benefit the society. In this case Chipotle can be considered one of the socially responsible organization since it is investing in local farms. It pledged to purchase million pounds of fresh produce, which encourages small family farms to build relationship with supplier. Despite the fact that this pledge is helping small family farms to stay in the business, Chipotle is being socially responsible organization by benefiting farmers, adding value to the business and creating positive approach between suppliers and businesses.
Chipotle is also a member of “No Junk” campaign. This campaign

is donating $10,000 to The Lunch Box Company for every 100,000 junk email that is being forwarded to the “No Junk” campaign. The Lunch Box Company is providing access tor 100,000 schools with 32 million schoolchildren for Chef Ann Coopers recipes.

2.Some would argue that Chipotle is not socially responsible because its menu is full of very high-fat, high-calorie items, which encourages obesity. How would you respond to such critics?
Like other fast food chain restaurants Chipotles’ menu has high-fat and high-calorie items, which encourages obesity, but unlike others Chipotle is focusing on green marketing strategy, “Food with integrity is our commitment to finding the very best ingredients raised with respect for the animals, the environment and the farmers’, said Steve Elis, the founder and CEO of Chipotle Mexican Grill.

Chipotle set a goal to adopt proactive approach to go beyond the industry norms and make a change to the food source, to be 100% natural, meaning that animals are free of hormones and antibiotics and their diet is vegetarian. It was almost unprofitable to switch Chipotles entire menu to 100% natural overnight. Chipotle adopted a “moving money” approach, which enabled the company to make a profit and at the same time improve the quality of the food that customers would value. From 1999 until 2007 the company was able to source 60% of the beef from naturally raised supplier, and it reached to 100% in 2013. Similarly, for chicken supply, it took Chipotle 11 years (from 2002 until 2013) to reach to 100% natural. Another effort for green marketing was to eliminate trans fats and purchase black beans from certified organic suppliers. With tremendous efforts and dedication in 2010 the company was already able to purchase 60% of the black beans from organic

supplier.

3.If you were the CEO of Chipotle what other socially responsible actions could you take to ensure the success of Chipotle in the long term?
As a CEO of chipotle I know that I made a right choice in our society, of introducing our consumer to a new fast food chain Chipotle that strives to use only natural products. Being successful and socially responsible company I would strengthen the marketing campaign that will focus on social responsibilities accommodative approach. The marketing campaign will continuously monitor the changes that take place in the society and take actions to accommodate to the changes and needs of the society.