...STRAMAN K32 Calvin & Friends Adorable, Celine Del Rosario, Calvin Gallego, Vince Case 5: CHIPOTLE MEXICAN GRILL IN 2013 1. Does Chipotle Mexican Grill have any core competencies and, if so, what are they? ● Yes ● high quality but still affordable and quick ● fast casual restaurant that makes use of healthy ingredients ○ genetically modified ingredients are specified in their website ○ healthy amount of protein (40 50 grams) 2. What does a SWOT analysis reveal about the attractiveness of Chipotle Mexican Grill’s situation and future prospects? Strengths: ● Locally sourced ingredients ● Quick service ● Upscale dining compared to other fast foods Weakness: ● They have a limited selection of dishes Opportunities: ● They attract consumers who are conscious of food nutrition ● Online ordering because of technological advancement Threats: ● Price volatility and shortage of organically grown ingredients and natural meats 3. What are the primary and secondary components of Chipotle’s value chain? Primary: ● “Food with Integrity” Topquality, nutritious ingredients ● Quick orders with upscale dining ● Great customer service Secondary: ● Assembly line process, ● Use of billboard, and radio ads to market 4. What are the chief components of Chipotle’s strategy? Chief components of Chipotle’s strategy is to have small selection in their menu with quick orders, highquality food but low priced and good customer interaction. 5. Wh...
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...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 class and that is part of the reason why they didn’t suffer a lot during the lowest parts of the recession (Wikipedia, 2013). The food is good...
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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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...Abstract In this paper, we will look at the Ethical and Socially Responsive Business of Chipotle Mexican Grill. As the CEO of Chipotle I will explain key areas of our conduct code and its importance, and the steps we take to ensure our employees follow our code. I will then explain our commitment to social responsibilities to our community. Our conduct code is the foundation to our company, and we take great pride in teaching our employees so they will have the necessary tool to provide our customers with outstanding customer service. Chipotle believes in giving back to our community, doing this brings us closer to our customer and employees. Key areas of our conduct code One of our key areas of conduct for our company is integrity not only to our customer but for ourselves. We believe that integrity is the heart and soul of a successful company. ”Chipotle is a company based on integrity. Integrity is about being real and being honest. It means doing the right thing even when no one is watching. These values permeate the way we do, and do not do, business. You are expected to use good judgment, adhere to high ethical standards, and avoid situations that create an actual or perceived conflict between your personal interests and those of Chipotle. Chipotle requires that the transactions you participate in are ethical and within the law, both in letter and in spirit.” (Integrity Statement)(2013). “There are in fact some very basic principles that surround the qualities of business...
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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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...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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...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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...Running head: CASE STUDY 10 Chipotle Mexican Grill Case Analysis Kevin McDougall 6/14/2016 Professor Sarah Williams-Stokes Chipotle Mexican Grill Case Analysis Chipotle was founded by co-CEO and Chairman Steve Ells in 1993 with his first restaurant opening up in Denver. McDonald’s acquired an initial ownership stake in the company in 1998 and then controlling interest in early 2000. In 2005 McDonald’s decided to take the company public and as a result the entire company was disposed of by McDonald’s in October of 2006. Steve remained at the helm through it all and convinced other top executives that the company needed to continue on their foundational strategy of improving throughput of their daily operations. In 2007 Chipotle had total revenues of $1,085,782 and by 2013 the amount had increased to almost three times that ($3,214,591). Part of the success of Chipotle was that they had a very simple menu. The concept of not having complicated menus only recently changed when the company started testing a vegetarian menu item called Sofritas in only 7 restaurants in the San Francisco Bay area. Despite some temptations, breakfast has remained off the menu for now, but Steve has been toying with the idea. As part of their strategy, Chipotle promoted that their food was prepared fresh and made to order. The kitchen was visible to the serving line and setup in a way that customers could actually see their orders being made fresh...
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...Chipotle first store opened in 1993 by founder and CEO Steve Ellis in Denver, Colorado, in a former Dolly Madison Ice Cream Store near the campus of University of Denver. Within five years the firm expanded to sixteen restaurants. Once McDonald’s became their largest investor they soon grow to five hundred by 2005. There are over 1000 Chipotle restaurant in the United States and approximately 10 locations outside of the United States, 5 locations in Toronto, 4 locations in London and 1 in Paris. The Chipotle mission statement created by Steve Ellis, “Food integrity is our commitment to finding the very best ingredients raised with respect for the animals, the environment and the farmers.” (Chipotle 2012). Describing key areas of the Chipotle’s Code of Conduct that are of significant importance to the business, and explain why. Chipotle is committed to the highest standards of integrity in all aspects of the company, from the food they serve to the employees, officers and all members of the Board of Directors. The key areas of the Code of Conduct are, “Integrity Statement,” “Anti-Discrimination, Harassment and Sexual Harassment Policy,” “It’s the Law,” and “Chipotle Confidential.” All employees and Board members are required to be honest, loyal and respectful; basically do not do anything unethical, always do the right thing. Chipotle has an “open door “policy with respect to any concerns relating to the compliance with Code of Conduct with no person being subjected to...
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...Fast-food,” in the thoughts of most Americans, is equal to a burger and fries–something quick. The implication of “fast-food” is processed, fatty food that is full of grease, additives, and preservatives. “This was not what Chipotle CEO Steve Ells intended when he opened up his first restaurant. Since the beginning in 1993”, Chipotle offered a new experience; “I just wanted to build a place where you could eat delicious food made of the finest ingredients quickly and affordably” (Ells). Steve Ells insisted on keeping Chipotles’ ingredients organic even with the instability of our economy. Chipotle is still rapidly expanding even though natural organic ingredients are costly. Finding a solution to keep the prices affordable, the business profitable, and the food organic is one of the challenges that Chipotle faces today. Chipotle Mexican Grill, Inc. is a “fast-food service restaurant” under restricted administration class. It was shaped in 1993 and opened up to the world in 2006. It has the biggest piece of the pie in the Mexican-sort sustenance fragment with a net wages of more than $126m in 2009 (Mergent on the web, 2010). The organization compasses in excess of 35 states and has in excess of 1000 restaurants over the United States. furthermore in parts of Columbia region, Canada and England. Chipotle's menu comprises of burritos, tacos, burrito dishes (a burrito without the tortilla), greens, and an assortment of additional items, for example guacamole, salsas and tortilla...
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...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, e.g., its interactive serving-line style of customer ordering, their restaurant layouts and similarity in the designs, and their fresh, healthy cooking ingredients. Recently launching stores in the Washington D.C. area, they are hoping to score another “home run” as they did with the Chipotle sensation. The question is, will they be able to use the...
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...Chipotle Code of Ethics Strayer University Business 100 December, 22, 2013 Chipotle Code of Ethics The use of a standard code of ethics is vital for the survival of any business, since it helps in guiding all managerial decisions, creating a framework from which all the decisions are based. The significance of this will not only help in creation of an understanding within the boundaries of the business, but also help in setting of standards for interaction with the external stakeholders (Halbert & Ingulli, 2009). With this knowledge, I believe that Chipotle Mexican Grill, Inc. will be able to provide high quality services to all its customers and also be able to hire highly qualified personnel who understand the mission of the business (Mika, 2010). From my own perception and experience Chipotle Mexican Grill, Inc. had provided me great service quality. The key areas of my Business’s code of ethics are the “Integrity Statement”. Through this code, employees are expected to act in an honest manner and always be real, even when the supervisor is not watching. It is a known fact that business relationships are primarily based on trust, which is required for a healthy restaurant - customer relationship and improvement of the employer – employee relationship (Halbert & Ingulli, 2009). Employees who are able to earn the trust of their employers are able to enjoy a certain level of independence. For example, if there is...
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...Socially Responsive Business Introduction Staff this is your CEO here and I am putting out this reminder to the entire staff of Chipotle including Officers and Members of the Board of Directors about the utmost importance of the adherence to the Code of Conduct. I am advising you that it is very important for each of you to review the Code of Conduct if you have not already done so at your earliest convenience. There are key areas of the Code of Conduct that you all will need to pay close attention to. I advise that each of you get a good understanding of these key areas for they can impact our business significantly. Also please pay attention to the issues and consequences that could happen if one of the key codes is violated. “Chipotle’s Ethics and Conflicts of Interest Policy, Protection and Use of Company Assets, and Chipotle’s Confidential Information” (Chipotle Mexican Grill, Inc.) are the key areas that you will need to pay close attention to. Describe key areas of the selected company's code of conduct that are of significant importance to the business, and explain why. Integrity Statement “Chipotle is a company based on integrity. Integrity is about being real and being honest. It means doing the right thing even when no one is watching. These values permeate the way we do, and do not do, business” (Chipotle Mexican Grill, Inc.). The integrity statement explains the integrity of the company. In this section of the code you will find the values and expectations...
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...Control Mechanisms: Use and Reaction at Chipotle Mexican Grill Control Mechanisms: Use and Reaction at Chipotle Mexican Grill Control is essential for any company to ensure their business plan is being executed efficiently to achieve its corporate goals. Part of the organization's planning includes which control mechanism best suits the business' core competency. This paper will study how Chipotle Mexican Grill utilizes Control Mechanisms and the reactions from employees and customers and to what degree Chipotle can monitor and control execution of its business plan, will determine the long-term viability of the company’s very existence. Leadership Vision Steve Ells, chef and founder of Chipotle is an inspired leader with a strong desire only to serve delicious and healthy ‘Food with Integrity.’ Integrity in the Chipotle vernacular means a strong commitment to small farmers by serving only naturally raised animals and organically grown vegetables. Culture Chipotle believes their crew members are just as important as their food for sustained success. Crew...
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...Chipotle Mexican Grill, Inc. in Beijing, China Goal The goal of the well-known fast food restaurant chain, Chipotle Mexican Grill, Inc., is to introduce the franchise to a brand new market, Beijing, China. The market is totally different for many perspectives, such as Asian culture and different customer base. It will be very important and challenge to find effective ways to attract dinners. Hence, Chipotle Mexican Grill, Inc. has to build and promote a new definition for fast food, which is healthy. People in Beijing, China become more and more pay attention to the food they eat and whether it is safe and healthy. The developing process will definitely not be easy, so the corporation needs to seek ways to overcome all the possible barriers and problems it may happen in the future. The ultimate goal is to survive and to be successful in the new market, and slowly and stably expand franchises in Beijing, China, and growing 15 percent of the market share within one year. Introduction Chipotle Mexican Grill, Inc. is a fast food restaurant chain that was founded by Steve Ells in 1993. Ells used his father’s loan, $85,000, to open the first Chipotle restaurant in Denver, Colorado. It became a huge success by selling over 1,000 burritos a day. The second store opened two years later, also in Colorado. The father of Ells invested $1.5 million, and then Ells used the funds to expand Chipotle by creating a board of director and business plan. In 1998, McDonald’s made a small...
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