CMG (Chipotle Mexican Grill Inc.) mission statement is “Food with Integrity”. “Food with Integrity” means not only high quality food with great taste, nutrition and value, but also careful ingredient sourcing with respect for the animals, the environment and the farmers. Later this mission statement was expanded to more environmentally friendly building materials and energy systems for CMG restaurants. Currently, the first objective for the firm is to sustain financial performance and competitiveness in light of future cuts in consumer spending and heightened competition, which threatens to take frequent customers away from Chipotle. At the same time, CMG annual report showed slowdown of the same-store sales, which in its turn put downward pressure on Chipotle stock price. Another threat is expected increase in food costs, and hence CMG plan to rise its menu price to make up for this. While trying to reach all other objectives the company aims to stay dedicated to sustainable and environmentally consciousness way of doing business. Chipotle’s target market is similar of its competitor “Cantina Bell” which consist of mostly males older than 24 years and less-value conscious than “Taco Bell” customers. Furthermore, GMC customers are environmentally consciousness, but valuing Chipotle convenience of getting their orders fast without experiencing “fast food” service. The nucleus of control is founder and current CEO Steven Ells and his co-CEO Montgomery F. Moran. In terms of management stance, currently Steve Ells could be best described as reactive. Nowadays, he does not make significant changes to his ways of doing business, he monitors where the path he had chosen will lead the company instead. CMG company has strong and proven management. Under Steve Ells’ leadership and culinary expertise, Chipotle executed its vision of “changing the way people think about and eat fast food”. Chipotle’s strategy that has allowed it to differentiate itself from rivals, and never tried to compete directly against fast-food front-runners. Under the effective leadership of Ells, Chipotle has grown at a sustainable rate and has developed numerous capabilities that set it apart in the increasingly competitive restaurant industry. CMG implements effective marketing strategy which is not ordinary for quick-serve restaurant. Chipotle marketing is focused on community building, such as “Farm Team” loyalty program, and word-of-mouth promotion. Since 2009 the company’s advertising made in-house rather than using the services of an outside agency. Chipotle has also been involved in various community events and even started its own food and music festival called ‘Cultivate’ to educate attendees about sustainability and healthy cooking. Chipotle shows outstanding financial and operating performance. In 2006, Chipotle went public with the initial offering price set at $22 per share, as of late 2012, Chipotle’s stock has traded in the upper ranges of $380 to $385 per share. Because of CEO, Steve Ells’ goal to maximize customer “throughput”, Chipotle was able to expand and now serves over 800,000 customers per day with the average customer tab being around $9,7. With revenue consistently growing faster than expenses, Chipotle has shown net income growth of 20% in the most recent year. CMG is dedicated to high quality ingredients such as the organic cultivation and naturally raised meat. Chipotle keeps a list of approved suppliers, which contains ones that can meet their quality specifications and guidelines. Given their higher than average food costs, CMG focused on operational efficiency at the restaurant level. Also, the company was the first restaurant to obtain the highest level of Leadership in Energy and Environmental Design certification. Restaurant size is typically smaller than competitors, and its labor costs are more efficient by keeping its menu options limited and using assembly line system for food preparations.