Analyzing Chipotle's Success through SWOT Analysis

The SWOT analysis, the strengths, weaknesses, opportunities, and threats demonstrate the most important things leading to the success of Chipotle Mexican Grill, Inc. In fact, Chipotle obtain their ingredients from sustainable sources and that is their strengths because it help us understands their competitive advantage over their competitors. According to the MarketLine "Chipotle serves food using naturally raised meat pork, beef, and chicken and dairy cattle...In 2014, the company bought more than 20 million pounds of local produce for its US restaurants, an increases of more than 33% from the previous year." This shows that Chipotle's using naturally raised meat will let their customers know that their food have no chemicals or synthetic

food additives that will put their health in danger or will develop future disease. Chipotles strengths is more a social responsibility because the fresh ingredients with high-quality and natural raised animals enhance their brand image; this shows the public that their food is healthy. Another strengths of Chipotle Mexican Grill, Inc., is their marketing program because at the beginning the company had a word-mouth publicity that consisted of the experience of their customers had on the traditional Mexican food. Today's day as explained on the MarketLine articles " As part of its promotions, the company is developing owned media, including new video and music programs, and a more visible event strategy that includes its cultivate festival of food..." Therefore, this is a good strategy of Chipotle because it expanding their communication so that new customers experience their food and brand.