...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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...Chipotle Analysis Abstract Chipotle Mexican Grill was founded by Chef Steve Ells in 1993, and today has restaurant in the United States, Canada, United Kingdom, Germany, and France. Initially Steve intended to open a fine dining restaurant after he graduated from the Culinary Institute of America, he did not have the start-up capital to do so. To build enough capital to fulfill his dream, Steve opened Chipotle Mexican Grill only to build enough cash to support his larger and more expensive plan for the fine dining restaurant. It wasn’t long before the restaurant experienced success and caught the attention of food service industry juggernaut McDonald’s Corporation. According to a May 2015 issue of Forbes magazine, Chipotle is valued well over twenty billion dollars (Parrish, 2007). Derived from the ancient Aztec Nahuati, the name Chipotle means smoked and dried chili pepper. The practice of cooking and serving naturally grown meat to their customers using organic ingredients supports the company motto of ‘Food with Integrity’. Chipotle Analysis Do you think CMG is a successful company? Defend your stance with research application. Chipotle Mexican Grill is most definitely a successful company. This is supported by the fact that it has grown from just one branch in Denver, Colorado into well over one thousand four hundred branches as of today in the United States. The company has opened sixteen branches just only in a span of five years. The company is capitalizing...
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...In The News Chipotle Mexican Grill was first founded on July 13th 1993 in Denver, Colorado by Steve Ells. With his experiences in culinary school, his vision was to establish a restaurant that was simple and creative. Chipotle Mexican Grill became one of the fastest growing industries in the world. There are now a total of 1700 locations worldwide located in the United States, France, United Kingdom, Germany and Canada. Recently, there has been an E. coli outbreak with Chipotle restaurants which led to the closing of 43 stores. All cases of E. coli have been confirmed in the Washington and Oregon area. Many victims have filed lawsuits against Chipotle because they have become ill due to the bacteria. Anyone that have eaten at Chipotle between Oct. 14-23 have experienced vomiting, stomach cramps and bloody diarrhea. Health officials are urging anyone experiencing those symptoms to report to the hospital immediately because E. coli has a possibly of leading to death. The public is questioning Chipotle about how the E. coli outbreak even began. Many assumed that the products used in the chain restaurant have been unsanitary. The most common way to spread E. coli is through feces. Chipotle released a statement that they believe the source of the E. coli is from their vegetables and that they are doing their best to investigate the situation. This isn’t the first time that Chipotle faced food safety issues within their chain. In August, a Chipotle restaurant in California was temporary...
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...Chipotle Mexican Grill Paper [Student Name] [School Name] [Course / Assignment] 20 August 2014 [Instructor Name] Introduction This paper is about Chipotle Mexican Grill restaurant. In this paper, discussions have been made about the Key Areas of Chipotle’s code of conduct that are of major importance for their business. In addition, key steps of Chipotle for implementing the code of conduct for ensuring employees to follow the code of conduct. Moreover, key ways of Chipotle to engage in socially responsive activities have also been included as a discussion in this paper. Key Areas of Chipotle’s Code of Conduct Morals and social obligation are imperative ranges inside Chipotle Mexican Grill's business. Both areas have an intuitive relationship that assumes a part in building gainful organizations and also a balanced group. Morals allude to sets of convictions about good and bad; and business morals include the application of these issues in the work environment. The general moral gauges, which include dependability, regard, obligation, decency, mindful, and citizenship, are benchmarks that apply to all individuals and ought to unquestionably be held high inside the working environment. Social Responsibility is the commitment of a business to help society. Chipotle's social obligation influences representatives, clients, speculators, the group, and nature's turf. In 1993, Chipotle Mexican Grill was founded by Steve Ells. The mission of the organization is putting a...
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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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...Week 6: Communicate the Value Keller Graduate School of Management Professor Janell Harvey Marketing 522 February 11, 2016 Why are we developing a new IMC campaign? Problem: Chipotle a well know Mexican Grill, has provided millions of customers over the past 22 years with high-quality, fresh food in a fast paced environment; giving them an experience to remember. However, in the past 2 years we have experienced to E.coli outbreaks that have affected numerous customers. In 2015 55 people were infected, in 11 states and 21 of them were hospitalized. Then in 2016, another E.coli outbreak infected 5 people in 3 states in which 1 person were hospitalized. (CNBC.COM) Given the recent issue, Chipotle has lost trust in its customers, as well a decline in sales since the outbreaks. In order to restore trust and regain top contender status, there must be a way to attract our customers. What is our objective? The main objective for Chipotle is to regain our customers trust. There are loyal customers who remained loyal, during the outbreak; but there are just a many customers who retreated and favored place such as, Chick-fil-a; Burger King; Fire House Subs; McDonalds. We want those customers back! While we understand the road will not be easy, we are willing to do what it takes to once again serve food with integrity. Who is the target customer? Originally the target market was those young, health conscious customers who were looking for healthier and fresh fast food...
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........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 the objectives. The research draws attention to the fact that Asia fast food and Fast Casual Food grew by 13% and 8% respectively in the world. CMG belongs to Fast Casual Food sector....
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...Anyone who has walked a city block (or driven through a suburbia) in recent years knows that Chipotles have been springing up around the county for the last several years. In 1993, the first location opened in a local Dolly Madison ice cream shop. In 1999, they open the first location outside of Colorado, in Minneapolis and Columbus. They opened 67 new stores in the fourth quarter of 2011 and now have over 1430 locations worldwide. One of Chipotle’s strengths that definitely sets them apart from every other restaurant is the burrito. They specialize in the burrito. They don’t just make and serve burritos, they make it the way you want it and they make with whatever ingredients you want in your burrito. There are no other burritos, from any other restaurant that can compare to a chipotle burrito. People want their food the way they want it and that is plan for success because your customer gets what they want and they are willing to pay for it. Another reason Chipotle Mexican Grill has been able to grow exponentially over the past 20 years, is they have gone completely above and beyond any other chain restaurant when it comes to ingredients. In 1999 Steve Ells, the founder of Chipotle Mexican Grill learns how pigs are raised and makes the decision he wants to have naturally raised pigs produce the pork he puts in his burritos. Any other company is looking for the best price on pork and probably could care less how they are raised. Over the years customers have enjoyed...
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...Code of Conduct Chipotle is committed to the highest standards of integrity in all of our activities and compliance with both the letter and spirit of the law. We expect that you will reflect these standards in your day-to-day dealings on our behalf. This Code of Conduct is for all employees, Officers, and all members of the Board of Directors. It is a guide to ethical behavior. Chipotle has an “open door” policy with respect to any concern relating to compliance with the Code of Conduct and other Company policies, and no person will be subject to disciplinary or other retaliatory action by raising any concern in good faith. Definition of the Code of Conduct The Code of Conduct includes this introductory section, "Integrity Statement," "Anti-Discrimination, Harassment and Sexual Harassment Policy," "It’s the Law,” and "Chipotle Confidential." Approval of any activity or matter not in compliance with this Code must be sought in advance and, unless otherwise provided for in the Code of Conduct, may be granted only by a Chief Executive Officer. In the case of members of the Board of Directors and Officers of Chipotle, approvals may be granted only by the Board of Directors or an appropriate Board committee. Compliance with the Code If you become aware of a breach or violation of this Code or any other Company policy, you should report the breach or violation in the manner described in this Code under “Chipotle Confidential.” Chipotle will do its best to protect the anonymity...
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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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...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 way for the Chipotle’s openings outside of Colorado: Minneapolis, MN, Columbus and OH. After Steve visited some individual local farms, he found out pigs were raised in air-opening area as opposed to the way majority of pigs were raised. So he decided to dg pork and chicken naturally. Chipotle went public on New York Exchange in 2006. After that, Chipotle still kept focusing on providing the most authentic and healthy ingredients within each burrito. His vision is to serve 100% naturally raised beef in the near future. Moreover, Steve promoted to eliminate the antibiotics in ranching. From the year Chipotle opened until now, it has always been emphasizing on pursuing high-quality ingredients and cooking techniques to provide best eating experience for customers and fulfilling corporate social responsibilities. Driven by its main vision “Food with Integrity” -which is to serve the food made with ingredients that serve the best for animals, environments and farmers, Chipotle is still following it and making progress year...
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...Summary……………..…………………………….…….Key Problem/Issue of the Case…………………….…..……………AnalysisExternal Analysis……………………………….…………...Internal Analysis…………………………………………….Business-level strategy………………………..…………….Corporate-level strategy………………………..…………...Firm Performance…………………………….……………..Alternatives Available……………………………………………….Team Recommendations………………………………..…………...References…………………………………………………………...Appendices………………………………………………………….. | p.03p.04 p.07p.08p.10p.11p.12p.16p.18p.21p.22 | Executive Summary The Chipotle Mexican Grill restaurant chain has been exceptionally successful since its inception in the early 90s. The growth of this “fast-casual” dining phenomenon in its early years demanded the attention of many fast food industry giants all over the United States. One in particular, McDonald’s, even spent significant time holding ownership of a controlling interest of shares in the company, and lent their distribution and growth strategies to Chipotle. This injection of wisdom certainly attributed to their current level of accomplishment as a company because it afforded exponential acceleration in both domestic and international expansion of the brand. Given the overwhelming success of Chipotle to date, the company has decided to launch an additional fast-casual format restaurant designed around a Southeast Asian cuisine theme and named “The ShopHouse Kitchen”. The ShopHouse leverages the same basic, yet proven, principles of the Chipotle Mexican Grill in many aspects of its operations...
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...Review of Chipotle Mexican Grill, Inc. Abstract For the past two decades, Chipotle Mexican Grill, Incorporated has been quick to rise in popularity as an international fast food restaurant that strives to differentiate themselves from the “typical” experience that one would expect at a short-order restaurant (Chipotle, 2015, para. 1). While Chipotle has been extremely successful through their use of locally grown, classic techniques, and high-quality ingredients (Chipotle, 2015, para. 2), the company has recently been faced with numerous issues with their company’s health practices and a slowing sales growth (Peterson, 2015, para. 3). Review of Chipotle Mexican Grill, Inc. Introduction Chipotle Mexican Grill, Inc. (Chipotle) is a fast-food restaurant that was founded by Steve Ells in 1993 in Denver, Colorado (Fundable, 2016, para. 1-6). According to Fundable, Ells has a degree from both the University of Colorado and the Culinary Institute of America (2016, para. 5). From there, Ells began work as a sous chef before he was able to secure a loan of $85,000 from his father to go towards the purchase of his first fast-food restaurant, Chipotle (Fundable, 2016, para. 1-4). Ells and his company experienced almost instance success. Chipotle grew so popular, that it wasn’t long before investors were looking to capitalize on Chipotle’s success, as well. After just three years of being open, Chipotle had grown to three stores and the well-known fast-food chain, McDonald’s...
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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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