Chipotle Case Summary

At the end of the case in 2014, Chipotle’s stock price trended steadily upward, reaching an all-time high of $611 in March 2014. Since the end of the case, Chipotle has definitely made a couple of strategic moves. To exploit the current surge of consumers who request healthier, natural food, Chipotle has chosen to go into the quick easygoing Asian food market with another chain named ShopHouse Southeast Asian Kitchen, in the future alluded to as ShopHouse. Remaining consistent with its situation as an engaged differentiator, Chipotle will work ShopHouse under a similar logic that has made company so effective and successful by offering viable gourmet ingredients at affordable rates.1 However, considering few strategic moves by Chipotle,

This group is considered to be somewhere in the upper middle class with the average income somewhere around 75,000 to 100,000 for a single person household. The younger shares of these adults typically are considered apart of these households and live with the income. This market includes 13.3 million households. In the United States 78.5 % of these households were non-Hispanic whites and 32 percent of that number had a bachelors or master’s degree so this signifies substantial education. With these consumers 75% put their education to use with full time occupation in an assortment of fields predominantly white collar. In addition, 67.8% of this group is married with 35% in a two-person household assumed to be a couple and 42.9% in a three to four-person household assumed to be a married couple with children.4 So Chipotle’s “food with integrity” should interpret well to the well-educated white upper middle class people of this target

Moreover, Chipotle concentrate on their friendships, security of body, morality, creativity, spontaneity, and problem solving skills and also analyzing their attitudes, aspirations, and other psychological details. Social classes are a combination of how much an individual makes and the prestige that comes with their job title and description. Because of their higher education it is assumed that this target markets holds honorable jobs to maintain their upper middle class standing. This social class prides themselves on unique and cleverness amongst their colleagues and they value “standing out in a crowd”. Being an individual tie into Chipotles look and style of a corporation, they consider themselves unique amongst their competition. Chipotle boasts the fact that the consumer can have their meal in 65,000 different ways making their meal as individual as their consumer. So this translates that the target market aligns perfectly with the product offered by the