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 chips perfected with lime and kosher salt, cheddar and lettuce. The organization claims that with its assortments of added items, it’s equipped to broaden its menu offerings to in excess of 65,000 decisions. Chipotle has several strengths which include the following, Strong brand equity, strong financial position, reputation management, community involvement, strong focus on quality expanding operating margin and strong focus on natural foods (www.wikiwot.com) . This opinion is based on the marketing of chipotle products, the use of natural local foods and the branding used to entice new customers. Chipotle is an innovative establishment in which CEO, Steve Ellis focused on making the restaurant a place with integrity based on principles he believed in. The menu which consists of several different food items marketed to several different types of people has proved to be a great idea. The ease of choosing what one wants to either add or shy away from has proven to be a great success in the fast food atmosphere which Chipotle has capitalized on by making the idea of a choices a main focus in the establishments. Chipotle, as illustrated prior, utilizes all “natural food sources” and takes pride in the nourishment they are giving to their clients. CEO Steve Ells sees every single client as "valuable". CEO Steve Ellis feels the need to give every one of Chipotles customers a unique experience. The CEO even taught his staff how to cook. On the grounds that Chipotle's meals are more exorbitant than contenders it is seen as being better quality. "32% of cost for Chipotle sustenance is the nourishment itself, the most noteworthy in the industry." An intriguing, yet imperative quality about Chipotle, is that none of the restaurants are franchised, they are all organization possessed. The organization increased by 14% in 2009 with the opening of 121 new installations. Since Chipotle pays their managers more than the normal fast food industry, restaurants managers have a higher motivation to contract quality individuals. This sways managers to find extraordinary workers’ which accelerates great administration, surpassing their competitors. In developing the plan for future strategic ideas and advantages, Chipotle will need to maintain existing core values as well as the expansion of current strategies. It is important for the companies to identify the critical strategies and values that made the business effective and make an effort to build upon them. Although Chipotle has not traditionally communicated its values by way of mainstream media, it does adequately communicate core values pertaining to the company’s triple bottom line. Chipotles menu is equipped towards the brisk tex-mex flame broil. There are a thin mixture of nourishment furthermore burritos, tacos and mixed greens in their menu which is a negative ruin particularly when other quick sustenance restaurants have more assortment incorporating diverse sweltering suppers, strength composed gourmet dinners and signature crisp cooked breads, soups, as well as sandwiches that Chipotle does not offer.

Contrasted with Chipotles prime rivalry and even other well-known fast food restaurants, for example Burger King and McDonalds, there is exceptionally restricted areas in the United States. There are less than 1,000 Chipotle's in the United States which is exceptionally negligible in terms of fast food locations. As of March 2009, 830 restaurants have opened all through the United States and Canada. All are organization claimed, instead of franchised. Chipotle doesn't accept they have to be subject to promoting, and they center progressively on word of mouth. Chipotle uses an in-house org, organization instead of contracting an outside organization, which they have tried again and again. Chipotle executed a publicizing crusade where they jabbed fun at promoting orgs platitude that the promotion offices said to show a burrito in the advertisement, however they supposed it was better to show where they originated from or that the parts merit the spotlight. They did this through print, radio, and online yet did not utilize TV ads or billboard

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