Chipotle is a Mexican Grill restaurant that is famous with its “food with integrity”. They served their customers with healthier foods (Nutrition Calculator) and Allergens & Special Diet. Chipotle's Burrito, Burrito bowl, Tacos, Salad, Chips & Drinks, Kid’s build, and Kid’s Cheese Quesadilla on their menu. In Chipotle, not only to do their own work well, but also to do it unusually. When Chipotle opened the first restaurant in 1993, the goal is simple, the company wants to provide customers with high quality delicious food and first-class customer service. But now, it does not enough to do this, but also chipotle needs to transform themselves from the changes of entire fast food industry. In order to achieve this goal, they focused on the production with the best ingredients and in order to make delicious food for customers, while they are improving the strength of the cooking team. As one of the fastest growing companies, Chipotle companies are looking for like-minded people, to help the company to use the existing resources, to achieve long-term stable growth. Chipotle tries to make a breakthrough, which is going to use the …show more content…
Apple is the most typical product in this model, Apple Company rely on the single category of the iPhone overturned the past full coverage of NOKIA, Motorola on the phone market. And Chipotle is also the representative of this kind of model in the fast food restaurant industry. In this model, the brand value will be stronger. For example, people always associate Burrito with the Chipotle. This is also related to the culture of the Chipotle, 20 years ago, the founder Ells believed that everything he did is wrong, the product selection is too small, fast food price is too high, and the product is too large. However, 20 years later, these factors have made the 20 billion market value of the fast food chain