1.1 Brief 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 Offering
Chipotle’s cuisine is Mexican. Their menu consists of burritos, tacos, burrito bowls, and salads prepared with fresh ingredients employing classic cooking methods. The customer proceeds down an assembly line choosing the various components of their meal as they proceed. They have recently created a children’s menu offering smaller portion sizes. They offer three types of meats: chicken, beef, and pork. Condiments include fajita vegetables, rice, two types of beans, four different salsas, sour cream, cheese, guacamole, and lettuce.
The interior design of Chipotle’s restaurants is distinct. The contemporary design includes stainless steel table tops and sleek wooden chairs. The atmosphere is relaxed with music piped in from different genres.
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 foods, 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...
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Fast casual segment outperforms industry. (2011, March 15). Retrieved March 19, 2011, from Fast Casual: http://www.fastcasual.com/article/179973/fast-casual-segment-outperfomrs-industry?rc_id=312
Form 10-K Chipotle Mexican Grill, Inc. (2011, February 17). Retrieved March 15, 2011, from U.S. Securities and Exchange Commission: http://www.sec.gov/archives/edgar/data/1058090/000119312511039010/d10k.htm#tx129308_27
National Restaurant Association reveals hottest menu trends in 2011. (2010, December 1). Retrieved March 19, 2011, from National Restaurant Association: http://www.restaurant.org/nra_news_blog/2010/12/national-restaurant-association-reveals-hottest-menu-trands-in-2011.cfm
What exactly is fast casual? (2008, January). Retrieved March 19, 2011, from Franshise Times: http://www.franchisetimes.com/content/store.php?article=00643
In the beginning, Burciaga provides a brief history when Taco Bell was established. First starting in Mexico City and then spreading throughout the United States, the chain sold “mild imitations of the real thing” (382). Many Mexican businesses and people protested against Taco Bell because unlike homemade tortillas made from hand, they used “prefabricated hard tortilla shells” (383) that tasted nothing like real Mexican tacos. Additionally, the restaurant also combines food and makes up names so that it appears different. From Enchiroto, a combination of a burrito and enchilada, to Cinnamon Crispas, known as bunuelos, Burciaga points out that “the Taco Menu can be a mystery if one is not familiar with the renamed food items” (383).
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.
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.
Because Chipotle has to pay higher prices for their company’s items such as the avocados and package than its competitors. According to the MarketLine articles about Chipotle Mexican Grill, Inc., "For instance, an average meal at Chipotle is the range of about $8, Whereas its competitors such as McDonalds, Taco Bell and KFC has options such as Value menus that start from even $1." Chipotle food is expensive because they have the best quality ingredients that are not common such as the avocados for their competitors. But Chipotle 's competitors are getting more sales revenues of their menu items because with one dollar to can buy a meal for a
Schlosser and Wilson argue that expansion of fast food chains has fostered conformity within areas that were once unique. One such
Chipotle is completely a company owned business. There are more than 1430 chipotle restaurants throughout the united states and Canada. It has occupied its location in 43 states along with expanding its busin...
"Study Says Fast Food Remains Popular - Restaurant News - QSR Magazine." Quick-Service and Fast Casual Restaurant News and Information - QSR Magazine. QSR Magazine, 20 June 2008. Web. 17 Feb. 2010. http://www.qsrmagazine.com/articles/news/print.phtml?id=6789
In 1993 the first Chipotle Mexican Grill restaurant was opened in Denver by Steve Ells. The Chipotle Mexican Grill, Inc. a Delaware corporation, serves a focused menu of burritos, tacos, and salads that are made using fresh ingredients. Despite the focused menu, customers have the option to personalize their order. The idea of Chipotle was to show that the food can be served fast without having “a fast-food experience.” In the late 90s Mickey D wanted to prove to its investors that it was diversified. It bought stocks from Boston Market, Donatos, Pret a Manger and Fazoli’s. In 1998 McDonald’s invested about
Maze, J. (2015). Casual-dining's summer slump: Full-service traffic declined as consumers defected to quick-service competitors. Nation's Restaurant News, 49(13), 104.
Taqueria 27’s entrées are taco-centric and include the duck confit filled with chipotle crema and fire-roasted vegetables, the slow-roasted citrus pork carnitas with charred tomato salsa and the grilled
Tacos include a variety of meats, such as: asada, chicken, chorizo, al pastor, and carnitas. Rice and beans will be served as side dishes. Beverages include: horchata, jamaica, pineapple, watermelon, and lime. Weekend Tacos will work with Heartland Meat Co. to develop the right product mix. The beverages will be homemade through a family recipe.
Since the restaurant stays away from the tex-mex concept, they do not serve salsa. Although it was odd at first, it tasted really good. Then menu makes it hard to decide on what to get because all of the choices look so mouthwatering. Most of the entrée’s consist of fajitas, tenderloin, or steak and almost each plate is served with beans and rice. Javier’s also offers seasoned chicken, salmon, red snappers, and fish which are also served with beans and rice. Javier’s also offers alternative dishes like soups such as the caldo xochitl which is made up of Serrano peppers, onions, and cilantro (Menu). Javier’s also has their own Javier’s salad which is made of “mixed greens with avocados, tomatoes, garbanzo beans, olives and your choice of dressing” (Menu). The cheapest entrée, the Mole Poblano which is “broiled chicken with mole sauce served with rice and beans” cost $21.95 and the Filete Pimienta which is “tenderloin filet sautéed with chef’s special black pepper sauce and served with black beans and vegetables” being the most expensive cost $31.95 (Menu). The food might be pricy, but USA Today’s 10best.com ranked Javier’s number one out of all the Mexican restaurants in Dallas because it “brings true Mexican cuisine to the Lone Star State and it’s the best place in Dallas to get authentic fine Mexican cuisine” (Mansukkani). In an effort to see if this judgment was true and also to see if Javier’s gave its
Mexican culture has a variety of different and unique ways of cooking and preparing meals. They usually include something mildly spicy. It also has many atypical ingredients compared to ours. Some examples are adobo, which is a red sauce or paste which is made from chipotle chiles. Aguas Frescas, are cold drinks made with fresh fruit mixed with water, they’re more like water than juice, but the ingredients are fresh, not a powder. The most unique ingredient in my opinion is the Mole. Mole is a rich, dark reddish-sauce, usually smooth and sometimes mildly spicy, and sometimes have chocolate in it. Tomatillos are another special ingredient in the Mexican culture, they are mostly called tomato verde in most parts of Mexico, but they aren’t really
The restaurant is an example of a fast-casual type of restaurant since its more expensive than fast food but not as expensive as fine dining restaurants that offer organic locally sourced dishes.
At Mexican American restaurants customers would be offered dishes like chicken, cheese, and rice, but these foods would not be offered at a Hispanic household. Even though I like that food, at home I would eat food like meat, salsa, and tortillas. Mexican food tends to be spicy, colorful, and a huge variety. Most dishes consist of rice, beans, salsa, and tortillas. My aunt is an amazing cook and I love to watch her prepare food because I like to learn how to cook her recipes.