industry was the pioneered by Steven Ellis‚ the CEO of Chipotle Mexican Grill. Now considered the leader in the fast casual industry‚ Chipotle Mexican Grill (CMG)‚ first opened their doors in the spring of 1993 in heart of Denver‚ Colorado. Immediately Chipotle’s was a hit with the younger college crowd‚ and through word of mouth‚ CMG quickly became a staple for many residents near the college where the first restaurant opened. Since then‚ Chipotle has opened up 1230 stores in 46 states‚ including stores
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Introduction/History What comes to mind when you think of the restaurant Chipotle? Would you say Mexican food with a fast casual environment? Well there is so much more to this publicly traded company. Chipotle was founded in 1993 by Steve Ells who is a trained chef. Steve originally opened the first Chipotle restaurant with the intention of building a place where you could eat delicious food of the finest ingredients cheaply. In 2006 they became publicly traded and have steadily grown from
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Prepared for: Chipotle Submitted By: December 14‚ 2011 I. Introduction to Chipotle Introduction Chipotle Mexican Grill is a leading force in its commitment to buy food from sustainable sources that do not have a negative impact on its menu pricing. Besides leading the way in the fast casual dining experience‚ it also supports farming initiatives that develop and practice best standards. Chipotle is also active in its environmental commitment to working to reduce its carbon footprint
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healthy with quick service. (C-13) • Chipotle offers a social value to customers through: • Friendly servers and quick service Chipotle biggest innovation was to complete the customer order quickly (C-6) Was able to provide friendly service while serving over 300 customers per hour (C-6) • Brand values (Chipotle Experience) Founder wanted to create a fast food service with great quality products (C-3) • Urban atmosphere and attractive design Chipotle wanted to create a fast food environment
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Title: Chipotle Success Chipotle Success . Just the Facts Chipotle was founded by Steve Ells in Denver Colorado July 13‚ 1993 near the University of Denver. Steve started by offering a small menu consisting only of a large burrito‚ tacos‚ chips and guacamole (Daszkowski‚ Don‚ June 28‚ 2010). He needed to sell 107 burritos a day to be able to make a profit‚ but in months time he was selling more than 1‚000 burritos a day! In February 1998 McDonalds agreed to buy a minority stake in
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of one local taqueria store in San-Francisco‚ Steve Ells began to open the first Chipotle store in 1993 at a former Dolly Madison ice cream location near University of Denver campus. The first Chipotle was a wide success. After two years since the first Chipotle opened‚ Steve added the second and third Chipotle locations. In 1996‚ Chipotle Denver area restaurant opened. Following the extraordinary successes‚ Chipotle was able to invite more outside investors to expand the scale of production to give
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Chipotle Mexican Grill Company Strategic Analysis Group 5 Joann Pang John Buckman Regina Schoenberger Jonas Newschaffer Chipotle In this assignment‚ Group 5 has chosen to evaluate Chipotle. Chipotle Mexican Grill is a fast casual dining option that serves burritos‚ tacos and salads made from fresh local ingredients. We will examine their business health and strategical goals. We will also assess their financial statement and develop a tactical plan in accomplishing their strategic goals. Company
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pioneer in fast-casual Mexican food‚ Chipotle has played an important role in developing this category. Currently‚ Chipotle’s direct competitors include Taco Bell‚ Qdoba Mexican Grill‚ Moe’s Southwest Grill‚ so on. Their competition also includes a variety of locally owned and franchised restaurants. Many of Chipotle’s competitors have more financial resources‚ greater name recognition‚ or are better established in the markets in which their restaurants are located. However‚ Chipotle has their competitive
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Company Background Chipotle Mexican Grill was a concept turned reality by a gentleman by the name of Steve Ells. Chipotle Mexican Grill provides excellent Mexican cuisine driven by a concept of “Food with Integrity”. The first chipotle Mexican grill was opened in 1993 in Denver Colorado. By the end of 1995 there were three. In 1996 alone‚ Steve Ells opened five more Denver-area restaurants growing by a total of eight stores in three years. By 1998 Chipotle Mexican Grill was showing much promise
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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 Figure 1: Showing the factors influencing a BRAND. (Explained in the next page) Brand Culture
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