Free Essay

History of Chipotle

In: English and Literature

Submitted By bmille3
Words 1232
Pages 5
Barbara Miller
Informative Speech Outline
2/23/15
COM110
History of Chipotle
Specific Purpose: To inform the audience about the history of Chipotle.
Thesis: To accurately understand how the Chipotle empire came about and took over the fast casual food industry, it is important to uncover its early years, use of natural food products, and expansion.
Organizational Pattern: Topical I. Introduction

A. Attention Getter: Imagine how you feel after a long tiresome day: your whole body aches, all you want to do is sit down and relax, and the only thing on your mind is a warm satisfying meal to bring you back to life. You go into a Chipotle in hopes of getting an equally delicious and fulfilling meal. Right away you see soft flour tortillas just waiting to be rolled into a burrito, rice piled high, five different proteins to choose from, four unique salsas, crispy romaine lettuce, mouthwatering guacamole, and so much more. As you sit down with your burrito your mouth begins to water with the thought of all the flavors you are about to experience. B. Relevance: Chipotle is a nationwide chain that many people easily recognize. It is a perfect place to dine in or get carry out because of its fast service and quality food. When dining in people enjoy the causal warm atmosphere that every Chipotle location has to offer. It is a perfect place for even the pickiest eater because each customer is able to personally customize their meal. The assembly style service quickly moves people along, and that is what customers like best. CEO Steve Ells was quoted by Fortune Magazine saying, “Chipotle succeeds not because of the burritos, it works because of our system”. Another reason customers keep coming back time after time is because of the quality food that Chipotle prides itself on serving. C. Credibility: Like most Americans, I try to get the most out of my money and Chipotle is one of the few places I can go to, guilt free. It is difficult to find a nutritious fast meal under $12, but I can always count on Chipotle. As a vegetarian, it is sometimes a challenge to find a healthy, yet filling meal. The sofritas bowl is my go to meal, and I always leave full and satisfied. D. Thesis: To accurately understand how the Chipotle empire came about and took over the fast casual food industry, it is important to uncover its early years, use of natural food products, and expansion. E. Preview: Therefor, we will go through the Chipotle empire just like we would make a burrito, we will begin with a solid rice foundation that will support how this food empire got started, then, we will mix in the protein to add some spice and learn how Chipotle separated itself from other restaurants by using natural products, and at last, we will build it up with garnishes just like Chipotle has continued building its ever-growing empire.
Transition: Just like any burrito there needs to be a solid foundation of rice, so let’s begin with how this food empire got started. II. Body

A. It is important to recognize Chipotle’s early years. 1. Chipotle was founded by Steve Ells, who opened the first location in Denver in 1993. Interestingly enough, Ells only started Chipotle to make enough money to open a full scale restaurant. It was never his intention to make it the nationwide chain it is today. 2. What made it go to the next level was the investment of McDonalds for the first eight years of production. a. Though McDonalds put in a lot of money and helped Chipotle go nationwide, CEO Ells was hesitant to make any changes that McDonalds suggested. This proved to be a difficult relationship. From the article “McDonald's tried to turn Chipotle into another McDonald's” from CNN by Charles Riley, a former McDonalds CFO, Matt Paul commented "He rejected everything that we held dear -- the drive-throughs, the advertising, the prominent store placement”. Many people did not understand why Ells, along with other CEOs, would not want to take the advice of a multimillion dollar company, but all worked out for the best when Chipotle went public in 2006.
Transition: Now that we have made a foundation, it is time to mix in the protein to add some spice, and learn how Chipotle separated itself from other restaurants by using natural products. B. In 2000 Ells learned of the horrors that occur in pig factory farms, and decided to do something about it. [Start PowerPoint]. 1. He set off trying to find a farm that humanly treated animals with the respect that they deserved. He soon found Heritage Acres, which is dedicated to humanely raising pigs. They allow them to freely roam and feed them a vegetarian based diet. According to Anna Kuchment’s article, “Why Chipotle Insists on Humanely Raised Meat”, from Newsweek, “Chipotle handed Heritage Acres its first major contract, for 5,000 pounds of pork per week”. a. Even though restaurant chains have a negative reputation of using hormone based meat, Chipotle believes that animals deserve a full healthy life. The Chipotle website claims, “We believe pigs that are cared for in this way enjoy happier, healthier lives and produce the best pork we've ever tasted”. As of today, 100% of the pork is naturally raised with no added hormones or antibiotics. 2. Not only did Chipotle tend to the well-being of pigs, but they also stopped getting meat from farm factories that produced chicken and beef. From 2002 to 2007 Ells began efforts on getting only naturally raised chicken and cows. Today, 100% of meat products are grown in spacious fields and are humanely treated. 3. Next, Chipotle focused its attention on dairy products and vegetables. 2007 and 2008 proved to be especially productive because Chipotle stopped obtaining dairy products that contained antibiotics and the hormone rGBH. They also began accessing their vegetables from local farms and using certified organic black beans and cilantro.
Transition: Now that we have added spice to our burrito and explored the use of natural products, we will built it up with garnishes just like Chipotle has continued building its ever-growing empire. C. According to the article “Chipotle's growth machine”, from Fortune Magazine by David A. Kaplan, Chipotle was ranked “No. 54 on Fortune’s 2011 list of the 100 Fastest-Growing Companies”. 1. When Chipotle went public from McDonalds in 2006, they were so popular that the price doubled the first day of trading on the New York Stock Exchange. At the end McDonalds made a profit of $650 million from their investment in the company. 2. Today, there are over 1,600 locations nationwide. Chipotle is also international, with multiple locations in Europe.

Transition: The ever-growing empire does not plan on stopping, Chipotle has a bright future and strides to satisfy every customer that walks into its doors. III. Conclusion A. Thesis/Summary: No one expected Chipotle to become the franchise it is today. With McDonalds’s help in its early years it became nationwide. Quality food and hard work is what helped it become the fantastic restaurant it is today. B. Memorable Close: As you eat your burrito everything seems right in the world and all your worries go away. Besides, comfort food Chipotle is its own world with its own flavors and satisfactions.

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