...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...
Words: 4153 - Pages: 17
...The restaurant I decided to analysis the SWOT of to determine its competitive advantages was The Chipotle Mexican Grill. This is a very established restaurant with restaurants located in 40 of the 50 states and the District of Columbia with a total of 1128 locations all together. They are all company owned locations and are not franchised. This is a good thing because in a franchise is defined as a licensing arrangement under which a franchisor allows franchisees to use its name, trademark, products, business methods and other property in exchange for monetary payments and other considerations. Since they are company owned, the same desire to serve a great product can be stressed throughout all of their locations. It is always the possibility of a franchisee that may be more concerned with just making a profit and taking into consideration the product their business is producing. Chipotle Mexican Grill has several strengths that they are utilizing extremely well. I think that their greatest strength is the fact that their menu is very streamline with interchangeable items. They have a total of five items on the menu the burrito, burrito bowl, crispy taco, soft taco, and salad, along with offering an appetizer of chips and guacamole and their salsas. Because of the fact that their menu items use many of the same ingredients, this is a great way of cutting down of the expense of buying a lot of different produce to prepare their items and they can stay focused on their aim...
Words: 1148 - Pages: 5
...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...
Words: 3377 - Pages: 14
...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...
Words: 1358 - Pages: 6
...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...
Words: 1215 - Pages: 5
...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 of the company. You will also find who to consult with according to what position that...
Words: 1269 - Pages: 6
...Chipotle Mexican Grill 2013 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...
Words: 283 - Pages: 2
...| Business Research Case | Chipotle Mexican Grill | | Sarah AliMinas DimasKiran DosaniNada JazehLauren PeriRen Stoecklin | 6/7/2011 | | Table of Contents Introduction ……………...……………………………………………...3 Launch to Now: A Detailed Timeline ……………...………………...…3 Leaders and Leadership …………………….…………...……….……..4 Planning: Company Strategy, Mission, and Vision …...……………..…5 Evidence of PLOC4E2 …………………………………………..…...…6 Strategic Human Resource Management Policies and Philosophies ...…8 Types of Innovation and Evidence of Entrepreneurship …………...….10 Team Management and Dynamics ………………………………...…..12 Operations Management ………………………………………...…….13 Communication and Information Tech Management …………………14 Globalization Presence and Effects ……………………………...……16 Corporate Social Responsibility and Consciousness ……………...…..17 Conclusion ……………………………………………………………19 Figures …………………………………………………………...……20 Introduction Since its inception, Chipotle Mexican Grill has set itself apart from the rest of the fast food industry. Not only does Chipotle prepare food right in front of the customer, but the food put into the product is filled with “integrity”. Chipotle has established “Food with Integrity’ which is their commitment to finding the very best ingredients, raised with respect for animals, the environment and the farmers (chipotle...
Words: 7283 - Pages: 30
...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...
Words: 5591 - Pages: 23
...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...
Words: 298 - Pages: 2
...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...
Words: 1552 - Pages: 7
...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...
Words: 1092 - Pages: 5
...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...
Words: 3024 - Pages: 13
...1. Introduction "When I created Chipotle in 1993, I had a very simple idea: Offer a simple menu of great food prepared fresh each day, using many of the same cooking techniques as gourmet restaurants. Then serve the food quickly, in a cool atmosphere. It was food that I wanted, and thought others would like too. We've never strayed from that original idea. The critics raved and customers began lining up at my tiny burrito joint. Since then, we've opened a few more." --Steve Ells, founder and CEO 1.1 Company History: Chipotle Mexican Grill, Inc. is one of the leading fast-casual Mexican restaurant chains, with approximately 400 outlets in about 20 states, mainly in the West and Midwest. Known for its fresh, gourmet, and increasingly organic ingredients, Chipotle (pronounced chi-POAT-lay) offers a fairly simple menu of burritos, fajitas, and tacos featuring pork, shredded beef, chicken, steak, and vegetarian fillings. Customer checks average about $8.50. From a single location in Denver, Colorado, in 1993, the chain is now growing at the rate of 100 new restaurants per year thanks to the deep pockets of its parent, fast-food giant McDonald's Corporation. McDonald's first invested in the company in 1998, before taking majority control the following year, and it now holds a 90 percent stake. The vast majority of Chipotle restaurants are company-owned; fewer than ten are franchised. Annual revenues per unit are an estimated $1.2 million. 1.2 Early 1990s Brainchild...
Words: 3817 - Pages: 16
...Written Assignment –Chipotle Marketing Plan International Marketing-BUS 403 February 11, 2015 Introduction: | Chipotle first opened in Denver in 1993 with a simple idea behind it, “food served fast didn’t have to be “fast-food” experience”, (Chipotle Mexican Grill, 2015). Prior to CEO Steve Ellis opening the restaurant chain, he himself was a chef. Since its creation, Chipotle has become a phenomenon in the restaurant industry and has experienced tremendous growth since it went public in 2006 with over 1,600 restaurants in Canada, United Kingdom, Germany, and France, with the majority located in the United States (Chipotle Mexican Grill, 2015). . The company focus is on using high-quality raw ingredients, (Chipotle Mexican Grill, 2015). Using fresh ingredients is the groundwork of the menu, but they also believe fresh is not enough any longer, (Chipotle Mexican Grill, 2015). Chipotle wants to know the sources for all of the ingredients in order to serve the freshest tasting food and to be mindful of the environmental and public impact of the business, (Chipotle Mexican Grill, 2015). Chipotle refers to this as “food with integrity”, (Chipotle Mexican Grill, 2015). Another thing that set’s Chipotle aside from the others in the industry is they practice classic cooking methods and the stores are of distinctive interiors that are found more in the world of fine-dining, not the typical fast-food, (Chipotle Mexican Grill, 2015). The Chipotle experience begins...
Words: 5979 - Pages: 24
