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Chipotle Essay

679 Words3 Pages

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 …show more content…

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 …show more content…

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

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Chipotle’s competitors have a difficult time competing against or imitating this competency because the times on Chipotle’s menu are tested and proven. Competitors don’t have the time or ability to test this concept or perfect their menu items. Chipotle on the other hand has been able to apply this limited menu style to the other ventures such as their two Shop House locations in Washington D.C. Another core competency, shown in Figure 1, is their dedication to high quality ingredients such as the organic cultivation of produce and naturally raised meat. Chipotle meets high customer expectations with their ‘Food with Integrity’ campaign.

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The original material of food cost of Chipotle operating costs is larger than other fast food restaurants, although this is a measure they have to implement to ensure freshness and health of food they sold, this is the reason for their high food prices. Even if the majority of customers are willing to pay for the higher cost of health food, Chipotle still should find out some effective ways to reduce the cost of their food in the future. Here are some suggestions: firstly,negotiate with the original suppliers to establish a long-term and stronger cooperative relationship to achieve a purpose of a certain reduction in the purchase price. Secondly, take advantage of suppliers’ promotional discounts. Attempt to make communications and collaborations

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There is barely any seating inside the restaurant and the tables are never clean. The worst thing is that there is no drive-through. Chipotle is just trying to hurt itself. There is no way to quickly get in and out of Chipotle because of its long lines, lazy and inexperienced staff, and their inability to create new ways of delivering

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The customers get to pick the food they want in their bowls. They also have the menu, it is simple and easy to understand. Chipotle is a convenience restaurant, so a lot of student or businessmen and women would go there. Therefore, it always has people waiting in the lines.

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Chipotle appeals to a diverse customer base throughout the country and beyond. We offer our customers a wide range of flavors from a concentrated selection of, top-quality ingredients that are expertly prepared by a passionate team of extraordinary people. Our focus on our unique people and food cultures has created an impressive demand for a restaurant experience that is redefining fast food for the better,” Chipotle Mexican Grill (2014). Chipotle has managed to open over 1500 restaurants with increased sales, since its inception in

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When it comes to fast food restaurants, most people tend to think of McDonald, Taco Bell, and KFC. Chipotle, however does not seem to have its name associate with the fast-food industry sector. Chipotle is a very successful Mexican-American chain restaurant that operates in more than 2000 locations world-wide. Its tremendous success results in its exponential growth and rising profit margin despite the scare of E. coli, Salmonella, and Norovirus in a few of its stores.

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In our print ad we state that each burrito contains “80+g of carbs and 40+g of protein”. This demonstrates to the audience that the burritos are a better choice over other fast foods because they are more nutritious. Also, we stress the fact that the burritos are available in “endless combinations” and are thus suitable for Frat groups since each person can order a burrito according to their own tastes. Finally, by indicating that one can place an order online in lieu of visiting a shop and waiting in line, we show that Chipotle is a speedy and conviennent meal option.

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Chipotle Strategic Profile and Case Analysis Purpose Chipotle Mexican Grill founded in 1993 by Steve Ells became known as the fast-casual dining in the restaurant industry (Hitt, Ireland, & Hoskisson, 2013). It was the first of its kind when Ells first opened his first restaurant and brought the idea of made-to-order burrito. The concept is so simple, and the consumer is in control of what ingredients goes into their burrito. “The immediate success from Ells’ first restaurant allowed him to repay the $80,000 loan that he borrowed from his father within a month of opening” (Hitt, Ireland, & Hoskisson, 2013, p. 71). Furthermore, this gave him the confidence to open his second restaurant in just two years.

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With these premium products as inputs, Chipotle maintains its status as an industry leader, and thus, should continue to expand throughout the U.S. and later into the international market. Despite Chipotle’s success in the U.S., it faces challenges to low brand awareness and competitors competing for its markets. However, by reviewing menu and developing marketing strategies through passive marketing strategies and developing to integrate their supply sources than before Chipotle can be as competitive as before and expand at the same

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Chipotle is in the fast casual industry where competition is extremely intense since there are so many different dining options. An industry like fast casual restaurants has a very high growth rate therefore there is not just one company that has the market cornered. What sets the restaurants apart is not cost but product differentiation; they position themselves in the market with their slogan of Food with Integrity. Since restaurants in the fast casual industry are priced fairly in the same range Chipotle uses different product features to set themselves apart from the others (parature.com). The first value driver in Chipotle’s differentiation strategy is the product quality; they utilize local farmers who are conscience of the environment.

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