CHIPOTLE
Anisha Ghimire
MGT 6203. E1
05/01/2014
Dr. Jonathan Schultz
Chipotle is one of the fastest growing restaurants which is served in the United States, Canada, England, Germany and France. This restaurant is more popular for burritos and tacos. The name chipotle is derived from the Mexican Spanish name which means smoked and dried jalepeno chili pepper. It is also considered as one of the first chains of fast casual dining establishments. The mission statement of chipotle is “Food with Intergrity” which means that they put effort in using organic ingredients and serves more naturally raised meat in comparison to other restaurant chain. Chipotle was founded by Steve Ells in 1993. Ellis attended the culinary institute of America in Hyde park, new or where he finds out the popularity of the taquerias and use that concept to open the first chipotle in Denver, Colorado in which he targeted to sell 107 burritos a day. They sold around 1000 burritos a day after a month of its establishment. Then he opened various numbers of locations in Colorado but they come up with an opening outside of Colorado which is in Kansas City in 1998.
The largest investor for chipotle was McDonald. Chipotle increased its business from 16 restaurants to 500 restaurants by 2005. It was ranked eight in regards to the US Sale which later jumped into ranked third in 2010. The consumer report of 2011 ranked Chipotle as the best Mexican fast food chain in restaurant. Chipotle serves around 750,000 customers per day in todays date.
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...
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... restaurants. It is company owned restaurants rather than franchised and has more than 1600 locations all around the world. Its mission statement is to serve “Food with Intergrity” which means that they use organic ingredients and serves more naturally raised meat in comparison to other restaurant chain. Chipotle was founded in July 13.1993 by Steve Ellis in Denver Colorado. It has more than 45000 employees. It is committed in serving safe, high quality food to the customers and its values the individuality of their company, their employees and their customers. They believe that the automated cooking techniques make them apart from other restaurants and they produce great tasting food with an efficiency that enables them to compete effectively.
References
Chipotle Mexican grill. (N.d.). Retrieved from http://en.wikipedia.org/wiki/Chipotle_Mexican_Grill
External environment analysis plays an important role in shaping the overall industry. It helps keep the business ahead of its competitors and providing opportunities for implementing innovative ideas. Based on demographic, Chipotle focuses majority of its sales on “Millennials”, who are between the ages 18 and 24. “Serving high quality food with reasonable prices” and the ability to customize your meal with a variety of different options in a fast paced environment is something many consumers are attracted to especially the younger generation. Chipotle’s first restaurant was established in Colorado but now they have restaurants all throughout the United States, Canada, United Kingdom, and so much more, located primarily in urban areas.
As illustrated in the table above, the company has increased its restaurant-count by nearly 14% over the last three years. The management expects to open around 180-195 new restaurants this year. With that aim, Chipotle has already unveiled 44...
1.1 Brief History Chipotle Mexican Grill was founded 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.
Taco Bells currently one of the top prominent Mexican fast food chains in the United States.
Operations: Chipotle has set standards from when the food is bought, to when it's produced and to when it's sold. This quality control is performed by their Quality Assurance group, which foresees all of these positions.
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.
According to chickfila.com, for more than 40 years Chick-fil-A has been taking pleasure in serving customers and in that time, Chick-fil-A has become one of the largest privately owned restaurant chains in the nation. (chickfila.com) Lets find out why Chick-Fil-A is so successful. Back in 1946, an enterprising young Georgia restaurateur named Truett Cathy started serving food in a tiny restaurant called the Dwarf Grill in Hapeville, Georgia, south of downtown Atlanta. (chickfila.com) In 1963, he conceived what he determined was a simple idea: make and market a mouth-watering chicken sandwich. (chickfila.com) The simple idea has taken off into the economy. Truett opened his first Chick-fil-A Restaurant at Greenbriar Mall in Atlanta. That is where he served his perfected Chick-fil-A chicken sandwich, intentionally creating it from the finest quality ingredients, including whole breast of chicken and low-fat peanut oil. From its modest beginnings in the tiny south Atlanta eatery more than 60 years ago, Chick-fil-A has grow...
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.
Chipotle competitive advantage or Strengths has come from the ingredients that come from sustainable sources. According to the MarketLine article about Chipotle Mexican Grill SWOT analysis "Chipotle serves food using naturally raised meat (pork, beef and chicken) and dairy cattle... in 2014 the company served over 155 million pounds of naturally raised meat." Chipotle cares for their customers because they are not giving us food that has hormones and addictive substances. Their competitive advantage has changed the company culture and mission Statement nowadays they called it now food with integrity, the idea that their food is made with the respect for the animals and the
The fast food restaurant industry, which includes quick-service and fast-casual restaurants, is highly segmented with the top 50 companies accounting for only 25% of the industry’s sales. The $120 billion industry includes over 200,000 restaurants with 50% of those specializing in hamburger entrees. (hoovers.com 2008) The major competitors in the industry include McDonald’s, Burger King, Taco Bell, Subway, and KFC – Chick-fil-A’s major competitor in chicken sales. Chick-fil-A’s unique position in the market, specializing in chicken-based entrées, has lead to a competitive advantage which the company has been able to capitalize on. Recently, many competitors have added chicken entrees in order to compete in the market segment. Through marketing strategies and company initiatives, Chick-fil-A has tried to stay distant from competitors, offering a fresh alternative to the ordinary fast food restaurant.
As you know, Chipotle values our “food with integrity” promise and our customers respect that. However, the recent E Coli outbreak has caused Chipotle’s financial performance and reputation to suffer significantly and staying with our current business model is not our best option. Therefore, I recommend we rebrand and reposition Chipotle to ensure our long-term success.
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
Abstract This paper explores the business strategies Chipotle is using for operations. Analyzing financial and operations data to discuss areas of concern as well as areas where Chipotle Mexican Grill is doing well. Discussions will include the importance of Chipotle’s menu preparation strategy and menu integrity. The marketing strategies
Wendy’s is one of the world’s third largest hamburger companies that is quick service. There are over 6,500 company and franchise restaurants worldwide. Wendy’s mission is to stand for honest food, higher quality, fresh wholesome food, prepared when you order it, prepared by Wendy’s kind of people, do it Dave’s Way, we don’t cut corners. This company believes in fresh and non-frozen products so the customers are satisfied and now they bought from an honest restaurant. The foundation believes in long term success that include there core values in every production. The core values are “Quality is our Recipe” “Do the Right Thing” and “Give Back”. Wendy’s focuses on the responsibility that the stakeholders are also the key to success.
Pace is owned by Campbell Soup Company, and Old El Paso is owned by General Mills, both huge food manufacturers. In order to avoid brand parity with these big brands, Hector’s company and product need unique characteristics to give patrons a reason to buy Hector’s products. Both, Old El Paso and Pace, are not authentic companies because huge corporations run them (General Mills is located in Minneapolis, Minnesota; Campbell’s is located in Camden, New Jersey). Hector needs to capitalize on the fact that his salsa is not only superior but also authentic Mexican food. Such a product doesn’t seem to exist on the market yet. Thus, Hector could operate in a niche market of customers buying high quality, authentic salsa. Also, both major competitors do not focus on salsa. Hector has a salsa with unique texture and taste. A product with different features helps to avoid brand parity with