advantage by the article of Edward Behr about concentrated animal feeding operations (CAFOs). Therefore, Chipotle Mexican Grill their commitment by finding best ingredients from different farmers. As a result customers order their ingredient meal without any doubting about its freshness. On top of that, all customers are feeling healthy due to all CMG restaurants serving fresh food without using reregisters and microwaves. Unlike its competitors, all Chipotle Mexican Grill restaurants are company owned and that helps the company to keep its standard and reputation all of over their restaurants. According to the financial statement reports and other data information, the revenue and stock market of CMG in 2012 was peak and higher than its competitors. Taco Bell and Qdoba are the two major compotators that playing a significant role to challenge the market of CMG by creating different advertisement mechanisms and launching new meals. They also take as an opportunity opening of many CMG restaurants in different location to introduce the Mexican food to the community. One of the major reasons for Chipotle Mexican Grill rapid growth is, its supply chain strategy is very strong and focused on organic ingredients.
The company has many networks with different suppliers for each and every ingredient. It helps the company to have many customers even though their selling price is higher than their compotators. When we come to the marketing strategy, Chipotle Mexican Grill is shifting from traditional promotion to word of mouth publicity. As a result the company minimizes its advertizing cost by using different loyalty programs like “farm team.” Another unique strategy of CMG is investing their money to other related business sectors like farming and solar panel
industries. In general, from my perspective, comparing to all other compotators, Chipotle Mexican Grill provides quality and healthy food. Higher price is the only reason that few of the CMG customers is shifting to other two major competitors. Therefore, I suggest Chipotle to revise their selling price in order to have more customers and making more money.