When Steve Ells decided to create a restaurant concept that combined the quick-serve experience with exceptional quality food, he didn’t know it would be an instant hit (Thompson, Peteraf, Gamble, & Strickland III, 2015). He was looking for a way to use his culinary training and restaurant experience to elevate the fast-food concept. This transformed the way people thought about fast-food. His concept centered on a focused menu serving only high-quality, fresh ingredients using traditional cooking methods and made-to-order preparation in a restaurant interior that was aesthetically pleasing but still prepared in under 2-3 minutes. And Chipotle Mexican Grill was born! Within six years of being open, Chipotle Mexican Grill went public on the New York Stock Exchange, doubling its stock price the first day (Thompson et al., 2015). Year after year, Chipotle has been able to grow revenue from $3.2 billion to $4.1 billion ("CHIPOTLE MEXICAN GRILL INC (CMG:New York): Financial Statements - BusinessWeek," n.d.). See Exhibit 2 for Chipotle’s Financial Statement.…
When Chipotle opened its first store in 1993, the idea was simple: demonstrate that food served fast didn 't have to be a "fast-food" experience (Chipotle.com, 2010). Chipotle uses high-quality raw ingredients, classic cooking methods and a distinctive interior design. In the past year, Chipotle reached an important milestone of serving 100% naturally raised chicken in all of its U.S. restaurants while increasing the quantity of naturally raised beef to more than 60%. During 2008, Chipotle increased its revenue by 22.7%.…
All over the world, Fast Food Restaurants have begun to become progressively popular each day. Depending on peoples, favorite foods to eat usually determine their favorite Fast Food Restaurant. Zaxby’s and Chic-fil-A both have many similarities and differences. The many similarities and differences that fall into the category between Fast Food Restaurants are their foods, pricing, and franchises.…
Chipotle Mexican Grill (CMG) was founded in 1993 by one of the visionary called Steven Ells. The vision was not born in his heart in one night, but rather he had planned to work in the restaurant while he was in college. Before he owned his first small restaurant called “taco shop” in Denver, he was hired and worked for two years as sous chef in one of the restaurant which is located in San Francisco. His goal was to reinvent Mexican food all over the country and feed healthy organic foods to the community. Hence he was determined person his dream has changed to real in a very short period of time.…
When a group of people agree on getting a sandwich, it’s rare to get them all to agree on similar sandwiches. With 24 sandwiches, 8 breakfast sandwiches, and 6 different breads to choose from, Subways has much more variety than Jimmy Johns. Subway also gives consumers the option to easily customize their sandwiches; kids tend to like Subway more then Jimmy Johns for this exact reason. Kids are pickier than adults and may not like all the veggies and dressings on their sandwich. Subway can easily accommodate and therefore wins over the larger groups of people and the picky little kids.…
We all know that fast food in general is bad for our well being. I mean, foods proccessed with tons of cooking oil can't be healthy. However we still always have that as Plan B when it comes to our lack of nutrition. Some say its inexpensive, while others say it's just a place where over-cooked and over-priced food meet. In this book Eric Schlosser explains the gruesome ways behind the scenes of the fast food industry. Some just all too hard to take in, especially considering I'm really craving a burger right now.…
Chipotle Mexican Grill, aims to do a few things but do them exceptionally well. When Chipotle (pronounced chi-POAT-lay) opened its first store in 1993, the idea was simple: demonstrate that food served fast didn't have to be a "fast-food" experience. We use high-quality raw ingredients, classic cooking methods and distinctive interior design--features that are more frequently found in the world of fine dining. When we opened, there wasn't an industry category to describe what we were doing. Some 16 years and more than 900 restaurants later, we compete in a category of dining now called "fast-casual," the fastest growing segment of the restaurant industry, where customers expect food quality that's more in line with full-service restaurants, coupled with the speed and convenience of fast food.…
Although Chipotle is in an unattractive industry, it outperforms its competitors for several reasons. Chipotle captures the value by participating in a differentiation strategy. In the first place, Chipotle uses naturally raised pork, chicken, and beef as their main products. They also use zero trans fat frying oil. These convey an idea of healthy eating to people and thus adding value to the company and its products. In the second place, it is rare for a fast food restaurant to provide organic meat for their…
All the strategic alternatives are applicable steps that Chipotle can pursue. I believe that strategy one and two go hand in hand and are important strategies to implement in order to promote healthier lifestyles among the consumers. Consumers are now becoming aware of the food they eat and are turning to healthier food options. By Chipotle initiating this campaign across the U.S. and international markets, to join farmers and markets that supply raw goods to food establishments, and bringing awareness to providing Food With Integrity, they can capture a greater market share and also initiate change in the fast food industry in the long…
Chipotle is known for their delicious burritos, bowls and tacos that are filled with all natural ingredients. They claim to not use any artificial flavors or fillers whatsoever. They get all of their healthy ingredients from local farms and not factories. They were also the first national restaurant chain to disclose the GMO ingredients in their food. And now they claim to not use any ingredients that are GMO. Chipotle looks and seems like the best and healthiest “fast food restaurant” that there is. They have also tried to tackle a very big but much ignored ethical issue that has been going on in many work places across the United States, which will be discussed later on.…
Chipotle was established in 1993 with the idea to demonstrate that fast food does not have to come with the typical “fast-food” experience. Chipotle’s niche market prefers high quality ingredients that’s healthy, tastes good, and uses classic cooking methods with unique interior design. Chipotle has changed the fast food market and uses the short and sweet mission statement to “forever provide food with integrity”.…
What do you typically order when dining at McDonald’s or Wendy’s? When I am having a meal from either place, my favorite choice is a fried chicken sandwich with lettuce, tomato, bacon and extra mayo. Sometimes, I may make it a combo and enjoy the greasy, salty french fries and an ice cold soft drink. Most of their customers often purchase the unhealthiest options because they feel as if that is what fast food is all about, right? Fortunately, it does not have to be that way. Fast food can be convenient and nutritious. Wendy’s and McDonald’s are both fast food restaurants, so they are alike in many ways. However, each one also possesses distinct characteristics that allow it to stand out from the rest of the fast food chains. Each restaurant offers a variety of healthy and unhealthy products for their patrons.…
Making the decision to eat out at a restaurant instead of having to cook a meal at home is an easy task. To many, the difficulty arises when figuring out which restaurant to eat at. There are a ton of restaurants to choose from. Multiple factors come into play when narrowing it down to just one restaurant. Today, I thought it would be a great idea to eat at Chipotle. The choice of food, customer service, and amount of locations justify why many would choose Chipotle as their go-to fast-food establishment.…
In such a short span of time Chipotle has established itself as one of the fastest growing fast food chains in the World today. Since its inception, Chipotle has been known for its imagery, décor, innovative recipes, hybrid American-Mexican ambience and other trademark features that exert a structuring influence on other fast food chains and the consumption experience that they afford to their clientele…
Chipotle is a fast casual restaurant that was founded by Steve Ellis in 1993.Chipotole serve customized burritos and salads to its customers. Chipotle is now growing at rapidly pace globally, where is has 1,500 location and 37,310 employees. Chipotle main competitors are place like Qdoba, Taco bell, and many more places. Also, Chipotle is very competitor in the market, it make adjustment to the competition like not charge for extra guac because Qboda doesn’t. They are a major competitor in the food industry and they have face many problems will developed a strategy to get through it.…