Chipotle Mexican grill has transformed the way people think about fast-food through delivering exceptional Mexican dining experiences to its guests and providing a simple menu of organic ingredients, quick service and at a low cost. More than just a great experience, they have created a lifestyle where people have the pleasure of eating good and healthy.
Chipotle’s provides a simplified and delicious menu to its customers. Burrito bowls, quesadillas, flour tortillas and corn tortilla tacos, salads, soft and alcoholic beverages. The price of each item varies depending on what type of protein is chosen. Choices of grilled chicken, steak, carnitas, barbacoa, steak, or vegetarian. They also have a variety of fresh salsas, such as, sour cream, cheese, or lettuce and guacamole. Each restaurant has a unique style inspired by the Mayans. The furniture and arts are made from pressed, recycled paper which is more durable and sustainable.
This company has committed to deliver organic ingredients that are grown in local farms in a very traditional way. Farmers plant a variety of crops and rotate the fields where they’re planted to keep the soil nutrient-rich and healthy year after year. Produce are never frozen and they are hand cut daily according to the business level to ensure quality of ingredients and
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freshness. Early this year, Chipotle became on the first restaurants in the industry to remove all GMO’s from their menu. "Chipotle is really showing that there's a better way to do fast food," Chipotle co-CEO Steve Ells told CNNMoney in an exclusive video interview. "They say these ingredients are safe, but I think we all know we'd rather have food that doesn't contain them.'' "We continue to make significant progress on our important journey to change the way people think about and eat fast food," said Steve Ells, chairman and co-CEO of Chipotle.
"Consumer trends are changing, which we believe is a great result of people becoming more discerning about where their food comes from, how it was raised, and how their meal was prepared. The continued loyalty we see from our customers, as well as third party research, and the growing number of concepts imitating Chipotle, all point to the relevance of our vision and the impact we are having on food culture. We are delighted to see that this vision, a very lofty goal, is becoming a
reality.” This action has attracted hundreds of thousands of new customer and has made a very positive impact on millions of regular consumers. In addition, it has impacted the growth and profitability of this company. In 2014 Chipotle reported a significant growth of 16% same store sales and $121.00 million in net income. Despite the financial success of this company, Chipotle is main focus has always been in people development. Chipotle create a system called Restauranteur where each general manager’s responsibility was to develop top performers to train and promote. As a result, about 20% of the company’s managers were promoted from within. This initiative create a more motivated environment and empowered managers and hourly associates to be leaders. stores opened across the country, Chipotle focused on creating a system where promoting managers from within would create a more empowering environment, more motivated, and more engaged employees. That year, about 20% of the company’s
The company is driven by a strong set of values, even if some of those decisions increase its costs internally. This is especially the case with the sourcing of its ingredients and meats. In fact, the high-quality ingredients and advanced cooking methods used by Chipotle are second to no other fast-food chain. Among recent developments, the leader in fast-casual dining concepts plans to become absolutely GMO-free by the end of 2014. Although the aim is not new, it shows Chipotle’s commitment to bring fresh ingredients to the table. Besides offering high-quality meals to its customers, the portions are generously sized and the value is unmatched. There are very few places that can fill you up for less that $10 with quality food, and not junk. The triad of fresh, pure ingredients, cutting-edge cooking methods, and tremendous portions gives Chipotle a mouthwatering appeal.
1.3 Market Segment Chipotle is classified in the restaurant industry as fast casual, a combination of the quick serve and the casual dining segments. Fast casual restaurants have the following attributes: high quality food, upscale atmosphere, higher check averages between $7-$11, and pay at the counter (What exactly is fast casual?, 2008). 2.0 Market Opportunity Analysis 2.1 Market Trends The restaurant industry grew to $403.5 billion in 2010, a growth of 2.1% from 2009 (Consumers still thrift when dining out, 2011).... ...
Chipotles has taken the market share during their launch of the new Vegan option. “Chipotle Mexican Grill introduced Sofritas, the first vegan meal offered by a national fast food chain that's not a salad or a veggie burger.” (Neporent, 2013). Taco Bell and Chipotle share the same market share, and there is a potential that
Customers arrive at the first station and wait in line to be served next. First, customers can choose from an option of rice bowl, taco or burrito in the first station. Then, customers continue down the line and choose between brown rice and white rice along with the choice of beans, fajita veggies, and different meats. Next, the food moves to the third station. Customers can choose among different salsa, cream, lettuce, guacamole, and cheese to add to their food. Last, customers can pay their food by cash or credit card and add drinks in their meals. After customers make payments, they can get a cup of drinks, choose from soda, lemonade, water and iced tea from soda machines, which are next to server stations. Since Chipotle's menu is very simple, customers usually do not take a long time thinking what they want to order. Thus, this design improves the efficiency of the ordering process. In addition, the continuous supply of pre-preparation of essential items, such as different salsa, from their kitchen also maintain the smooth flow of the ordering process.
It is also useful to note that the majority of these six vendors are not “certified organic.” Instead they prefer the call themselves “all natural,” stating that the license to become certified organic is too expensive and in order to raise enough money to apply for this license would require them to raise their prices dramatically. Some vendors indeed use pestici...
Chipotle is my favorite place to eat. As I am sure it is for other people. Chipotle is a fast food Mexican grill. They are most known for how big they make your burritos. Now it is fast food but it isn’t actually fast, they’re like a restaurant but without the wait. They serve all naturally raised meat and organic beans. So there food is pretty healthy and worth eating. The employees are always nice and it just a great place to eat over all. Chipotle is a great choice for a quick fast food stop because it gives great service, atmosphere, food and value. My experience there is always a good one.
Steve Ells founded Chipotle in 1994. When the company first opened its first restaurant, their model of business was a first of its kind. They operated a restaurant business that lies between fast food restaurant and fine dining. The management of the company pride in providing the customers with food services in a fast manner without necessarily the customers experiencing the literal fast food services experience (Ragas & Roberts, 2015). According to the company, their services are high-quality fine dining but delivered in a fast manner synonymous with the common fast-food experience. That model of business practiced by Chipotle has come to be referred as casual restaurant business model.
C. Thesis Statement- The purpose of this presentation is to demonstrate why Chipotle is an undisputed leader in the growing fast food casual.
With a unique appeal, a healthy and delicious product, and a powerful social message that made our target customers feel great about eating Chipotle over more traditional fast food, we have pioneered the fast-casual restaurant model our customers admire. Furthermore, our food sourcing is a rewardable effort and it is what we and our customers respect.
When Chipotle first opened in 1993, the goal was to serve quality food fast, but not be considered “fast food.” To avoid falling under the fast food stigma, Chipotle strives to find the best ingredients with respect to animals, farmers, and the environment. In order to achieve these goals, Chipotle has created a matrix organizational structure that is divisional by location and functional by authority. Chipotle recently expanded internationally to the United Kingdom, Germany, and France, each following strict guidelines assigned by corporate employees from their headquarters in Denver, Colorado. Similarly, each location is functionally organized according to authority: regional manager, district manager, store manager, assistant manager, and
Chipotle opened the first restaurant in Denver as a casual fast food restaurant in 1993, Chipotle Mexican Grill was founded by Steve Ells who at the time was graduate at culinary Institute of America. Chipotle Mexican Grill offers a menu of a variety of food items which mostly are burritos and tacos, Chipotle is located in many parts of the world, not only is Chipotle doing business in US, but also in Canada and UK. Chipotle’s way how it does and runs its business is slightly different from what customers normally expect from fast food chain restaurants. Chipotle has maintained the high quality standards and continue to improve by following these tools, what kind of menu, high quality of raw materials, working efficiency and how to motivate
5. Conduct an analysis of the company’s sales efforts, especially regarding the cultivation of customer relationships.
Chipotle is continuing to stay ahead of the curve and putting their focus now on the sustainability and farm to table concepts that are continuing to gain in popularity.
Chipotle placed full page ads in sixty-one newspapers across the country where they published an open letter from Chipotle CEO Steve Ells. Ells apologized saying “The fact that anyone has become ill eating at Chipotle is completely unacceptable to me and I am deeply sorry.” (“A Letter from Chipotle Founder Steve Ells,” n.d.). Ells went on to explain that Chipotle would be making safety changes saying “we are committed to becoming known as the leader in food safety, just as we are known for using the very best ingredients in a fast food setting.” (“A Letter from Chipotle Founder Steve Ells,” n.d.).
2015 Chipotle Facebook reached three million likes with photos and videos that promote their products. If Chipotle uses Facebook to update the customers about the E. coli cases, provide information that their food is safe to eat and provide some promotion, then that can help them gain some customers back. Increase usage of Twitter can also be used as another channel to connect with Chipotle loyal customers. Raghupathi (2016) stated that by retweeting with customers, Chipotle can create a personal bond with the customers. This personal connection can allow Chipotle to explain to the customers that it is safe for them to come back.