...Case Analysis Chipotle Chipotle, (pronounced chi-POAT-lay) is a homerun company with Steve Ells steering the ship as CEO. Whether he turns starboard or port, he has the company heading in the right direction. His vision is “to change the way people think about and eat fast food”. His strategy is based on five key elements: 1.) Serving a focused menu of burritos, tacos, burrito bowls (a burrito without the tortilla-which is quite amazing, I’ve had them several times, they are a very healthy and delightful tasting alternative to burritos), and salads. 2.) Using high-quality raw ingredients and classic cooking methods to create great tasting, reasonably priced dishes that were ready to be served to customers minutes after they were ordered. 3.) Creating an operationally efficient restaurant with an aesthetically pleasing and distinctive interior setting. 4.) Having friendly people take care of each customer. 5.) Doing all of this with increasing awareness and respect for the environment, the use of organically grown fresh produce, and meats raised in a humane manner without hormones and antibiotics. With these core competencies Chipotle has reached the top of its industry. They maintain a focused product (strategy 1), they maintain high quality products (2), they are efficient in operations (3), customer service is a priority (4), and they are environmentally friendly (5). These are strong core components that if maintained will produce a long lasting thriving company...
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...Problem Statement: Jose’s Mexican restaurant is a small yet popular spot. Lately they have been losing customers and profits due to service issues. In order to improve the restaurant, Jose’s Mexican Restaurant must provide service that is top-notch, in other words fast, efficient, great testing, convenient and heartwarming. What must the restaurant do in order to improve service? Areas for Consideration: [i]Quality at Jose's restaurant should be defined by service, value, reliability of the experience and overall customers' satisfaction. The quality of a product is defined as whether it fulfills its stated specifications. Customer satisfaction should be at the top priority for the restaurant. Customer satisfaction is the measurement of a product or service that meets or exceeds customer's expectations. Therefore, the restaurant should focus on its customers' needs and requirements, and strive to exceed their expectations. ` The factors that affect the quality of the service are conformance to specification, value, fitness for use, support and even psychological standard impression. Food should be delivered and served as to be what is promised on the menu. Also, the food should be cooked and prepared properly, to be fresh, clean, and to have exactly the ingredients and flavors that are ordered. Service staff should be neatly dressed and greet customers with a smile; personnel should be experienced and trained to accommodate the customer. Atmosphere is...
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...Between two cultures Growing up in a biracial culture seems to be a problem in this article. Armando Montano tries to use cooking as one of the keys to help him with his frustrations. In the ‘’The Unexpected Lessons of Mexican Food,’’ Montano uses food to make a bridge between Mexican and American culture. First, Montano uses food to make a bridge between Mexican and American culture when in the article he refers to himself as a ''Wexican'' (936). ''Wexican'' is a union between the words White and Mexican. According to the article, ''In the Mexican side of my family I was known as the white one’’ (936), and ''On the other side, my cousins called me a ‘Wexican,’ a white Mexican despite my similarly toned skin'' (936). He was not recognized for either even though he spoke Spanish and strongly identified with his Mexican heritage. Right after writing about his biracial identity, he makes the bridge when he tries to eliminate his frustrations by using Mexican and American products to cook, and he feels more comfortable because ''I could make a food that doesn’t have to be Mexican or American'' (936). In his introduction, Montano refers to ‘’the earthy smell of boiling pinto beans’’ as something that apparently both sides of his family liked (936). Later in life, his experience in Argentina with cooking Mexican food for his friends helped him realize and gain confidence in his identity as a Mexican- American (940). Second, talking about Eagle Pass, Texas, Montano uses food to make...
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...14 October 21 Chipotle Mexican Grill Caroline Burke, Mary Harris, Stuart Hooks, Jacob McCanless & William Vaughan A complete strategic analysis of the Chipotle restaurant chain from its founding in 1993 through the fiscal year 2012. Table of Contents Introduction 3 I. Core Competencies 3 II. SWOT Analysis 3 Internal Analysis: Strengths & Weaknesses External Analysis: Opportunities & Threats Future Prospects III. Value Chain Analysis 5 Primary Activities Support Activities IV. Generic Competitive Strategy 6 Chipotle’s Strategy for Success V. Financial & Operating Performance 6 VI. Analysis of Competition 6 Rival with Strongest Resources & Capabilities Chief Differences Between Chipotle’s & Moe’s Strategies Can Chipotle Compete Effectively Against Taco Bell? VII. Recommendations 7 VIII. Appendix 8 Works Cited 13 In 2012, an analyst on Wall Street referred to Chipotle Mexican Grill as “the perfect stock”, while another suggested it could become “the next McDonald’s” (Thompson C-114). Since it’s founding in 1993, Chipotle has utilized founder Steve Ells’ leadership and culinary expertise to execute its vision of “changing the way people think about and eat fast food” (Thompson, C-114). From the day Chipotle’s first restaurant opened its doors to now running 1230 restaurants in three countries, it has become a huge success and has caught the attention of leaders in the industry. One...
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...Chipotle Entering Germany Sajma Singh Adhikari Sambridhi KC Tamela O. Dow Ramita Shrestha Darrin Holly Fundamentals of International Business BUAD 327.001 May 8, 2013 Table of Content Executive Summary……………………………………………………………………………….3 Introduction……………………………………………………………………………………….6 Economic Analysis………………………………………………………………………………..6 Cultural Analysis………………………………………………………………………………….8 Political Analysis………………………………………………………………………..………...9 Company Analysis……………………………………………………………………………….10 Works Cited……………………………………………………………………………………..12 Appendix………………………………………………………………………………………..13 Executive Summary Overview Chipotle Mexican Grill is a restaurant that allows consumer to enjoy fresh and delicious Mexican style food. Chipotle offers fresh not frozen food that you find in many of the restaurants today. Unlike Taco Bell, Chipotle’s entire product line is fresh the fresh taste like buying fresh vegetables and meats from the local farmer. This fresh taste is what makes Chipotle different from any other Mexican style restaurant in business. Problem Obesity and poor eating habits is running rampant in the world. “Half of German adults are obese (13.7%) and overweight (36.4%), similar to the 54.5% in the United Kingdom, but significantly less than the 62.1% in the United States” (English). Poor eating habits and little or no type of exercise finds consumers struggling to control their weight. For many consumers, who have busy work...
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...MARKETING SITUATION..................................5 1 Past and actual success ENVIRONMENTAL ANALYSIS..........................................10 1. Macro analysis : PESTEL 2. Micro analysis: PORTER 5 FORCES TREND..............................................................................14 COMPETITOR ANALYSIS...............................................15 FUTURE GROWTH POTENTIAL....................................16 SWOT ANALYSIS..............................................................17 ASSUMPTIONS................................................................18 MISSION, DIRECTION AND OBJECTIVES....................20 Financial Objectives Marketing Objectives Social Objectives MARKETING STRATEGY..............................................21 MARKETING PROGRAMS............................................23 FINANCIAL PLANS.......................................................26 IMPLEMENTATION AND CONTROL..............................26 1. REFERENCE LIST..........................................................27 2. APPENDIX [A.1] Sales forecast [A.2] Budget marketing plan [A.3]Implementation plan 1. EXECUTIVE SUMMARY This report has commissioned to development a Marketing Plan for Chipotle Mexican Grill Inc.(CMG) and recommend strategies for the introduction of its products in China to achieve...
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...BUS100 26OCT2013 During the course of this paper it is my intent to analyze the strength and weaknesses of Chipotle Mexican Grill in hopes of finding a way that the restaurant chain could boost profit and/or productivity. Chipotle Mexican Grill has many things going for them and against them since opening in 1993 (Wikipedia, 2013). To start with let’s talk about their weaknesses or things they could do better. They don’t seem to be very creative in making new products, they don’t have much of a kids menu, and they’re not that global (Wikiswot). Creating new items isn’t always a make or break thing, but they could still try some new things out every once in awhile. The kids menu is pretty weak and limited 2 soft or crispy taco’s, but not allowed to have 1 of each, three ingredients to include one meat or guacamole, really? (Chipotle, 2013). They are kids, small people; it would not kill Chipotle’s bottom line to let the kids actually pick anything they want, limiting to three items (kids’ servings). Yes, they have a few places outside of the US (France, Germany & UK), but not many, they really could try to expand more to other places like around the Asian/eastern Asia countries (Wikipedia, 2013). Enough of the bad stuff and onto the strengths of Chipotle include low prices, loyal customers, financially strong/stable, they use “green” construction (Wikiswot). Their pricing is comfortable for just about everybody in every...
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...I. Strategic Profile and Case Analysis Purpose: Chipotle Mexican Grill, Inc. is a chain of restaurants, which serve quality and taste food across United States, United Kingdom, Canada and France. The name Chipotle was derives from the Mexican Spanish name for a smoked and dried jalapeno chili. Steve Ells founded the company in July 13, 1993. Its headquarters is located in Denver, Colorado, USA. There are 1430 restaurants operating in 4 countries and have 37,310 employees as of 2012. It is one of the fastest growing U.S restaurants. Chipotle had a net income of $278 million in 2012. The Company’s restaurants serve menu of burritos, tacos, burrito bowls and salads. The main goal of Chipotle is to serve high quality, delicious food quickly with an experience that not only exceeded, but also redefined the fast food experiences. The always focus on sourcing the best possible ingredients, serving the tastiest food, and the most capable team. In past Chipotle only advertise on radio, billboards but recently they are using television and social media to advertise. They are also running various program, events and promotions giving out free food to potential customers. Chipotle has the quote " Food with Integrity". The " Food with Integrity" refers to the people, animals, environment and FWI facts. Food with Integrity is good in order to help out with the health, economic condition of the surrounding the restaurant. We can find the food use by the different food industries but where...
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...Individual Strategic Assignment: Chipotle Mexican Grill Royal Roads University BUSA506 – Strategy Instructor: Dr. Terry Powers Craig Westcott November 22, 2015 Word Count: 2,050 Steve Ells may not have invented the “fast-casual” sector, but since his founding of Chipotle Mexican Grill in 1993, he has shepherded the development of the restaurant chain which many in the industry might say best exemplifies it. Growing Chipotle from a single unit Denver-based operation to an international 1,230-unit chain which one Wall Street analyst called “the perfect stock,” Ells, a Culinary Institute of America graduate, set out with a vision “to change the way people think about and eat fast food.” When Chipotle announced the launch of a second restaurant concept, ShopHouse Southeast Asian Kitchen, putting to the test Ells’ belief that “the Chipotle model could work well with a variety of different cuisines,” it left many optimistic that lighting, perhaps, could strike twice and that ShopHouse might prove to be a second home run for both Ells and Chipotle. Core Competencies Chipotle Mexican Grill has two core competencies that can best be rolled up and described as “the Chipotle Experience,” namely the quality of their food, prepared as per Ells’ mantra of “slow food served fast,” and their setting being more upscale than a traditional fast food restaurant. Figure 1 – Core and Distinctive Competencies Figure 1 illustrates that these core competencies are arrived...
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...Chipotle Mexican Grill Inc. I. Analysis of the Problem Chipotle Mexican Grill Inc. has experienced abundant success as the fastest growing restaurant chain in the United States and has dominated a large share of the fast-casual Mexican market. Chipotle was ranked eighth in a list of fastest-growing chains in 2009 and third in 2010 based on increases in U.S. sales during that time period. In order to sustain growth and build on accelerated success, Chipotle Mexican Grill Inc. must implement a variety of strategy over the next five years to account for the new competitive market, new technologies, developments via the Internet and eMarketing, and new segmentation and positioning imperatives. Culinary artist and line cook Steve Ellis established Chipotle Mexican Grill Inc. in 1993 in Denver Colorado after noting the popularity of taquerias and other Tex Mex food items in the San Francisco area (wikipedia.com). In 1998, McDonald’s made an initial minority investment in the corporation and become its largest investor by 2001 (wikipedia.com). The investment from McDonald’s granted Chipotle the opportunity to quickly expand from 16 restaurants in 1998 to 837 locations in 2009 (wikipedia.com, slideshare.net). While Chipotle is one of the fastest growing restaurants in North America, the corporation faces competition from corporations such as Moe’s Southwest Grill, Qdoba Mexican Grill, Rubio’s Fresh Mexican Grill, Panchero’s Mexican Grill, and Baja Fresh (wikipedia.com). In...
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...Course Project: Marketing Plan for Chipotle Mexican Grill to offer a Delivery Service DeVry University, Keller Graduate School Of Management MKTG522 Marketing Management For 1.0 Executive Summary Chipotle Mexican Grill is known for the gourmet meals and has many locations throughout the United States and their customer base continues to grow. Chipotle has been in existence for as long as they have because they have listened to their customers and their needs as can be evidenced by the additions to their menu over the years. One such need of the customers of Chipotle Mexican Grill is a delivery service. Food delivery came about because of a need. In the Second World War, many homes were destroyed so naturally there were no kitchens in which to prepare food. Because of this, meals had to be delivered to the affected families; this dates back to as far as 1947. It has since evolved from that need to a luxury which restaurants offer in order to better reach those customers who may require such a service. Chipotle Mexican Grill targets both men and women living an active and healthy lifestyle that are all educated with considerable amounts of disposable income. For these reasons, a delivery service will be very fitting for those people on the run. The delivery service will also stand to increase the company’s earning potential. 2.0 Situation Analysis Chipotle Mexican Grill is a Mexican fast food restaurant that prides themselves...
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...Case Analysis 2 Chipotle Executive Summary In 1993, a new take on fast food emerged out of the Denver area. The restaurant had a vision of locally sourced food with a unique way of ordering that revolutionized the industry and actually pioneered the idea of fast casual dining (2). Chipotle Mexican Grill was founded by Steve Ells and has carried the mission statement, “Food with Integrity”, since the genesis of the chain (2). After its founding, Chipotle has seen wild success and now has 1,700 locations, even some overseas (2). The chain grossed over $327 million and employs 45,000 people (2). It is a true success story and it even considered the most sustainable restaurant chain. They only use naturally raised meat and organic ingredients that meet their guidelines. Chipotle has grown exponentially since their founding, and that is a part of the problem. Even though Chipotle has had massive success, they are starting to run into some trouble with their sustainable model. The chain has become so big, it is hard for them to essentially sustain sustainability. Their organic ingredients and naturally raised meat are at the root of the dilemma. They are expensive and it is hard to maintain the flow and volume of organics and naturally raised meat that Chipotle constantly craves (4). It seems as though they have become too big for sustainability and it is very worrisome. Chipotle might just be the test subject to see if substantial sustainability is possible on a...
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...The restaurant I decided to analysis the SWOT of to determine its competitive advantages was The Chipotle Mexican Grill. This is a very established restaurant with restaurants located in 40 of the 50 states and the District of Columbia with a total of 1128 locations all together. They are all company owned locations and are not franchised. This is a good thing because in a franchise is defined as a licensing arrangement under which a franchisor allows franchisees to use its name, trademark, products, business methods and other property in exchange for monetary payments and other considerations. Since they are company owned, the same desire to serve a great product can be stressed throughout all of their locations. It is always the possibility of a franchisee that may be more concerned with just making a profit and taking into consideration the product their business is producing. Chipotle Mexican Grill has several strengths that they are utilizing extremely well. I think that their greatest strength is the fact that their menu is very streamline with interchangeable items. They have a total of five items on the menu the burrito, burrito bowl, crispy taco, soft taco, and salad, along with offering an appetizer of chips and guacamole and their salsas. Because of the fact that their menu items use many of the same ingredients, this is a great way of cutting down of the expense of buying a lot of different produce to prepare their items and they can stay focused on their aim...
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...Tre Allen Chipotle Mexican Grill in 2012—Can It Hit a Second Home Run? 1. Yes. Chipotle's core competencies are: High products with the best raw materials. Healthier ingredients compared to other fast food establishments. Serve's alcohol. 2. The SWOT analysis of Chipotle, reveal that the business is very attractive. They have a positive brand image, with customer loyalty, offer online order and delivery, and all restaurants are company owned. The competition is very plentiful and intense, but Chipotle only trails Taco Bell. 3.The primary and secondary components of the value chain are: Primary: The quality raw materials add a lot of value to the final product, and better vegetables than competitors. Secondary: Assembly line process, the use of billboard, and radio ads to market. 4. The chief components of Chipotle's strategy are to increase total revenues, and higher acceptance rate in European countries. 5. Rivalry among competing firms, bargaining power of suppliers, and bargaining power of consumers, are competitive strategies discussed in chapter 5. 6. Moe's has unique name's for its food, such as; Homewrecker, and the Fat Sam. Moe's play music from dead musicians, and really focus on customer service. 7.The analysis of data of Chipotle's finances reveal that the company has seen a growth in profit each year for the last few years. Operating, and sales...
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...Chipotle Mexican Grill in 2012: Can It Hit a Second Home Run? To: Dr. Dulek From: Yunhan Weng Subject: Chipotle Case Study I. Executive Summary…………………………………………… Page 3 II. Recommendations………………………………………..……. Page 4 III. Porter’s Five Force Analysis…………………………………… Page 6 IV. SWOT Analysis…………………………...…………………… Page 8 V. The Five Generic Competitive Strategies……….……………... Page 12 VI. P.E.S.T Analyses………………………………………….…… Page 13 VII. Key Success Factors…………………………………………… Page 15 VIII. Driving Forces…………………………………………………. Page 16 I. Executive Summary: Chipotle is a young fast food company. In early 2012, Chipotle made its first home run. As a result, Chipotle is planning to start a new project called the “ShopHouse”. The CEO of Chipotle said, “I have always believed that the Chipotle model could work well with a variety of different cuisines”. Actually, ShopHouse predicated on much the same strategic principles as Chipotle Mexican Grill. However, it offered a different menu. Chipotle was established by Steve Ells in 1993, and the first Chipotle restaurant was built in Denver Colorado. The time Steve Ells opened his first restaurant, he believed that food served fast did not have to be low quality and that delicious food did not have to be expanse. Based on this concept, Chipotle Mexican Grill appeared to the world. In early 2000, McDonald acquired an initial ownership of Chipotle. What unexpected is that McDonald’s top management decided...
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