Chipotle Essay

Greece is currently focusing on increasing their research and development to aid in the improvement of technology to increase industrial growth. Chipotle does have online ordering and an application that is accessible via ones smart phone. This application allows an individual to order their food ahead of time and either pick it up or have it delivered. This concept may not work in Greece due to the lack of transportation and delivery options. The technology would have to be modified to accommodate the Greek culture and economic position, meaning the elimination of delivery options (Market Research Report, 2016). The use of Internet has been the most significant technological advancement Greece has experienced within the last 10 years. Multiple

We have studied the surrounding trade area and have identified our key competitors as being McDonalds, KFC, Everest, local markets and Tavernas. We have identified that there is a gap in the market for health conscious, international “chain” style restaurants that appeal to tourists and locals alike. We have decided to place a “spin” on the current Chipotle concept and replace pork with lamb, guacamole with tzatziki and the traditional cheddar cheeses with Greek options such as

First, we have to make sure that the outlets are eligible for the local licensing by the health regulations, beverage licenses, and sanitation standards (Chipotle Annual Reports, 2015, page 22). Also, with the declining disposable income in Greece, it is possible that we would have a difficult time convincing the customers to pay higher prices for higher-quality food. The pricing structure at Chipotle are in line with their desire to maintain a certain brand identity and lowering prices to meet customer demands could diminish that identity (Chipotle Annual Reports, 2015, page 23). If we look closely at the competitors, such as Everest, they are offering a similar concept at a much lower price. Site selection is another key factor to consider when entering a market. Chipotle has a general idea as to which site locations work best for their concept. We feel as though it would be wise to open the concept on the corner of a street with high volume traffic. Chipotle has had success in the best in multiple types of locations, but with most of them being in business districts, end-caps, regional malls, airports, military bases and train stations ((Chipotle Annual Reports, 2015, page 10). We believe it is wise to market to the locals and tourists alike, so the more visible the location is, the