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Chipotle Executive Summary

401 Words2 Pages

Chipotle give experience to customer from entrance of the restaurant until they order their foods. The company allows people customize their own foods. Chipotle make its company differentiate from other by using high quality of ingredients and serving freshest foods. It focuses on people who love delicious healthy foods. Moreover, the company always promotes its products by giving free burrito on some holiday and the first day of grand opening restaurant (Chang, 2014).
Price
According to Chipotle’s commitment, which is “ Food with Integrity” and fast-casual food restaurant that provide greatest quality of ingredients, so the company charges customers at premium price for the foods. It is not the same as other fast-food restaurants where they heat up foods in the microwave. Their price strategy in long term is to maintain or lower its price with new suppliers and distribution channel (Chang, 2014).
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It will not use intermediaries to purchase the ingredients. Chipotle will source suppliers that do not use antibiotics in meat and organic farmer. Therefore, Chipotle has limited of suppliers, but it will create more channel in near future. The company use large truck distribution system owned by McDonald’s who is a big factor that helps Chipotle expanded the market. Moreover, Chipotle use website and mobile application to generate more distribution channel for customers. The website and mobile application allow customers to know more on company history, company activities, menu, and so on. For example, Chipotle provide “Cultivate App” that has everything about Cultivate Festival such as schedule, map, food and drink, and activities. It allows customers can access and to know about Cultivate Festival (Chang,

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When you first walk into a Chipotle, a glass pane protects various amounts of different colorful ingredients. Chipotle’s goal is to “never stop working to improve each ingredient we prepare and serve.” This is why they show it off for their customers to see. The customer begins his or her meal by deciding between a burrito, taco, salad, or bowl. From there they choose a source of meat, such as steak, carnitas, chicken, barbacoa, and sofritas.

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They also donate their unsold foods. When walking into Chipotle you already know what you want and how you want it. Chipotle has taken that concept and lets the consumers customize their food to the way they want it. The do-it yourself style restaurant brings a lot of uniqueness in that aspect. Another reason they bring uniqueness is their ingredient integrity.

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