Chipotle Mexican Grill
STRENGTHS
• Green technology
• Positive bran image
• Fresh and healthy food
• Great customer service
• Low advertising costs
• Great financial performance in recent years WEAKNESSES
• Lots of competition
• High Price
OPPORTUNITIES
• Expansion of menu times
• Ability to expand advertising costs
• Ability to develop a market strategy to increase market share THREATS
• Not a lot of menu options
• High menu price
• Competition is growing
Chipotle Mexican Grill is a company that operates in the casual fast food Mexican restaurant market. They mainly operate in the United States but have expanded to Canada, the United Kingdom, France and Germany in recent years. A SWOT analysis will be conducted and recommendations
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First, Chipotle practices green technology. This is that Chipotle is using green methods in operation of their business. From their napkins to their soda straws, many of their items are recycled. Restaurants use green technology to reduce the amount of energy consumption. Chipotle often helps promote that not only businesses but customers must harbor a vision to continue recycling and preserving the environment. Chipotle is known for their fresh and healthy food that tastes great. In recent years Chipotle announce that they will limit the use of GMO’s (genetically modified organisms) in their food. Chipotle was the first company to announce anything like this. Chipotle also states that all their meat is naturally raised by responsible owners. This statement supplements that Chipotle offers a greater quality in their food than other restaurants do. Chipotle food is made in house and it is never frozen. This is another quality that Chipotle prides itself in. Chipotle employees are very happy and it can be demonstrate in the way customers are treated at Chipotle. Chipotle is known for its superior customer …show more content…
They have one of the lowest advertising budgets of all companies in the restaurant food industry. They rely on the word of mouth strategy. This strategy depends on customers having a positive experience and wanting to eat at Chipotle again and spreading positive experiences onto other customers. By doing this word of mouth advertising can go a long way. Chipotle has a very strong brand name. This is largely do the fact because of the strengths listed above. It has capitalized on quality to ensure that consumers see this brand as something prestige. Lastly, Chipotle has provided very strong financial numbers in the past years. These strong financial numbers have allowed Chipotle to grow into other countries, grow in the United States, attract more investors and grow their stock price. When a company is responding the way Chipotle is financially it can only help that company continue growing immensely.
Although Chipotle has a lot of strengths, it also has a few weaknesses. The most potent weakness is that there are a lot of competitors in the industry that they conduct business in. This means that the market share is spread very far. Although Chipotle is doing well, another competitor could take market share from Chipotle and that could cause a large problem. The other problem is that Chipotle has a high price on their menu