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... ... middle of paper ... ...ll-thrifty-when-dining-out 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
The interior designs of Chipotle are different from all other places. It has an "industrial" design marked by natural colors, concrete floor, and stainless steel. In addition, it uses bright lighting and Mexican decorations on the walls to reflect the culture of the company. It has a nice atmosphere to enjoy a dinner or lunch with friends, and it also is a good place when you are in a hurry and want to eat something healthy.
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.
"Tortilla, Crucial Element of Mexican Gastronomy." Equipo Editorial Explorando México. n N.p., n.d. Web. 13 Feb 2014. .
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
_______. (2017b). Casual-dining continues to cede market share: Better-burger chains pick up the slack. Nation's Restaurant News, 51(10), 42.
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
"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
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.
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
The taste of the Elote is amazing. When I bite into the corn, I can clearly taste the juice of the corn with the crunchiness of the charred surface. The taste of cold sour cream and mayonnaise comes afterwards. The spiciness of the chili comes at last, however I think it is not as spicy as I expected. I consider it a mild Mexican cuisine comparing it to their more spicy cuisines. The texture is mostly feels like eating normal corn except there are more liquid due to the butter, sour cream, mayonnaise and cheese on top. The color is really interesting; it is a yellow corn with white top from the mayonnaise and cheese with the red guajillo chili powder on top. It almost looks like graffiti on corn. The aroma is mostly from the charred corn and
Mexico is traditionally known for their spicy dishes. Some of their main dishes are burritos, tacos, enchiladas, and tamales. Some of the main ingredients in Mexican cooking are corn, beans, avocados, tomatoes, chili peppers, and rice. Tex-Mex is a new Americanized form of Mexican food. Chips and salsa is not a traditional Mexican food, it is considered Tex-Mex. Another example of Tex-Mex are tacos that you tend to make at home. Normally when you make a taco at home, you make them in the crispy shells with meat and shredded lettuce, cheese, and topped with tomatoes. Real Mexican tacos are on a soft corn tortilla with meat, salsa, and topped with cilantro and white onions. Any of the packaged Mexican food items at stores are typically Tex-Mex, because it is very hard to have traditional Mexican packaged. Many Americans like Tex-Mex better than traditional Mexican food because it has adapted to their own food that they typically eat. Even in most Mexican restaurants, they serve Tex-Mex
The menu surely matches its interior design and theme setting concepts since the color used are the natural nature colors and the design is very minimal, easy to read and understand this, it is very organic.
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...
I have been to chipotle and their marketing strategy is to use the uncertainty of where our food comes from to take market share from their competitors and believe me it works. They are incredibly efficient in serving what they call, "Gourmet without the attitude" their slogan you see on top of every receipt. I'm an incredibly loyal customer to Bedford, New Hampshire location so much so, that when they see me walk in the door they prepare my burrito if there is no line ahead of me. They have a very friendly staff of mostly high school and college aged kids working their.
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