When Analyzing the strategic factors of Chipotle, we must note that there are many external and internal factors affecting the business as a whole. The most important external factor is the economic factor. Chipotle, which falls in the Fast-casual restaurant group strengthened by 5% sales, going from 4%-9% between 2009 to 2013. By seeking to be more organic, health-conscious and catering to an upscale customer who seeks to have high quality food, that is natural even if they come with a higher price tag. They were able to capture both low and high end price points to satisfy their customers. They did see an increase in food truck sales, which estimated 5 billion in revenue in 2013 that could be a threat to the company.
Chipotle’s CEO, Steve Ells, is constantly trying to better his company with new technological advances and innovations. As stated in the case study, certain network upgrades are the technological advances necessary in order to keep Chipotle competitive with other like restaurants. Chipotle integrated a payment view barcode system that doubled as a marketing initiative because it allowed the company to continue their market research on their consumers via the barcode that tracked orders, analyzed customer data and sent promotions to
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Chipotle’s rivalry among competing firms is high. The competition which includes Taco Bell, Panda restaurant group's, Panera, Qdoba, El pollo, Panchero’s, Moes, Red Lobster and food trucks will always be the reason Chipotle continues to strive to innovate and be unique from its competitors. Their philosophy changed the way their customer’s perceived the fast food industry. They like to think of themselves as an alternative to fast food, giving high-quality natural ingredients, at moderate pricing, that is convenient and fast. All of these factor strongly affect the corporation's present and future