Chipotle Core Competencies
Question 1: Does Chipotle Mexican Grill have any core competencies and, if so, what are they?
After analyzing the case, I have came to a conclusion that Chipotle Mexican Grill has four core competencies that make the company more superior than its competitors:
1. Focused Menu
The first core competency of Chipotle Mexican Grill is its focused menu, which offers a fairly limited dishes – burritos, burrito bowls, tacos, and salads, along with soft drinks, fruit drinks, and milk. Its customers, nevertheless, can easily customize their own dishes according to their own interest and taste by choosing different types of meat, beans and extra sauces. From the very beginning, its CEO, Steve Ells has been keeping the company’s menu simple and the same through out all these years in order to maximize operating …show more content…
High – quality Ingredient
The third one is its top– quality, nutritious and fresh ingredients, which is referred to “Food With Integrity”. Since 2003, Chipotle has been increasing the use of organic products, composing of organic beans, organic dairy products, and meats from animals that were not given recombinant bovine growth hormone (rBGH). Although the price of organic products are high and volatile, Chipotle has always been committed to its policy “Food With Integrity” – using organically high – quality ingredients in lieu of conventional ones. In addition, when the company is running short of organic meat, they inform the customers about the situation so that they could decide whether to eat or not.
4. People Culture
The last core competency of Chipotle is special people culture, which builds loyalty and enthusiasm for the Chipotle brand between customers and employees. Chipotle’s crew consists of friendly, high – performing people motivated to take good care of each customers and empowered to achieve high standard. They are trained to make every effort to respond positively to customer requests and suggestions in order to deliver great customer –
After analyzing the case, I have came to a conclusion that Chipotle Mexican Grill has four core competencies that make the company more superior than its competitors:
1. Focused Menu
The first core competency of Chipotle Mexican Grill is its focused menu, which offers a fairly limited dishes – burritos, burrito bowls, tacos, and salads, along with soft drinks, fruit drinks, and milk. Its customers, nevertheless, can easily customize their own dishes according to their own interest and taste by choosing different types of meat, beans and extra sauces. From the very beginning, its CEO, Steve Ells has been keeping the company’s menu simple and the same through out all these years in order to maximize operating …show more content…
High – quality Ingredient
The third one is its top– quality, nutritious and fresh ingredients, which is referred to “Food With Integrity”. Since 2003, Chipotle has been increasing the use of organic products, composing of organic beans, organic dairy products, and meats from animals that were not given recombinant bovine growth hormone (rBGH). Although the price of organic products are high and volatile, Chipotle has always been committed to its policy “Food With Integrity” – using organically high – quality ingredients in lieu of conventional ones. In addition, when the company is running short of organic meat, they inform the customers about the situation so that they could decide whether to eat or not.
4. People Culture
The last core competency of Chipotle is special people culture, which builds loyalty and enthusiasm for the Chipotle brand between customers and employees. Chipotle’s crew consists of friendly, high – performing people motivated to take good care of each customers and empowered to achieve high standard. They are trained to make every effort to respond positively to customer requests and suggestions in order to deliver great customer –