Chipotle Case Study Mcdonald's

In recent years, Chipotle has overtaken the likes of fast food greats such as McDonald’s and Burger King with their innovative “burrito joint” styled restaurant. When thinking about what underlying themes support this success, a few different things come to mind. According to Ashley Lutz of BusinessInsider.com, the advantage stems from faster waiting lines, better customer service, better environments, a healthier perception, and a trendier image (Lutz, 2014). This attributed to the 9.3% sales increase the company saw in 2013, compared to a 1.3% decrease for McDonald’s (Lutz, 2014). In terms of faster waiting lines, Chipotle has a high speed factory style assembly line that is efficient and much faster than that of traditional fast food restaurants

Cutting back on the number of suppliers will make it easier for Chipotle to keep track of its supplies and their starting locations. Having a large number of suppliers that are scattered across the country gives way to the possibility of health concerns. Each geographic region is different in climate and also is known for different virus’ and methods of farming. There is no way to know whether the supplies that are being sent to Chipotle restaurants across the world are consistent in terms of the care with which they have been given and the extent to which they are safe for ingestion. Thus, having a group of suppliers that are of close proximity to each will decrease the doubt that these supplies are consistently up to par. Chipotle will not require any additional resources in order to put this plan into motion, however will may take some time for the company to do its research and locate a stream of suppliers that are within similar geographic regions, as well as ones that are similar in terms of the quality of goods produced. This plan may take up to 5 years to put in place, but will be worth the wait if it succeeds in stabilizing Chipotle’s chain of

One of the few things that people complain about when it comes to Chipotle is the lack of choices that are listed on the menu. The lack of choices could be connected to the fact that all food in the restaurant is organic, which would encourage Chipotle to limit the variety of food needed to run the restaurant. However, an expansion of the menu will give customers more options, thus increasing satisfaction. An entire campaign could be created around a menu expansion and Chipotle could benefit greatly from the positive press. The difficult thing about this plan would be related to what foods the company would add to the menu and if they would be able to consistently get the necessary products from suppliers, who also need to be consistent in terms of quality and geographic location. That is, if this step is put into place along with parts of the new strategic plan mentioned