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Chipotle Mexican Grill Essay

2026 Words9 Pages

A company shapes its brand image to indicate an attribute that uniquely identifies them and helps create a positive impression among the public. The specific attribute, carefully crafted to suit their product and selling point, becomes the guiding factor for all their advertising and branding campaigns, no matter how much they need to stretch the context of reality to integrate the brand value. Hence, one can identify the fake reality of brands through their claimed brand value. Chipotle Mexican Grill, a popular fast-casual restaurant specializing in Mexican food, has strategically crafted its brand image to revolve around two key values: health and sustainability. By associating its brand with these attributes, Chipotle aims to create a positive impression among the public. However, closer examination reveals a dissonance between the brand's claims and its actual practices. Chipotle tactically promotes itself as a champion of health, emphasizing its commitment to fresh, nutritious ingredients and responsible sourcing. Similarly, the brand places a strong …show more content…

So the question arises how much of it is an effort towards sustainability, and how much of it is just greenwashing its products? "Deceptive green marketing, called greenwashing, is defined as irrelevant, exaggerated, or false information regarding a product's sustainable qualities" (Brouwer, 2016, p. 245). The company once again uses branding through sustainability to cover for its actions brought under scrutiny in recent times. Chipotle's past actions contradict its advertised image as a sustainable brand, suggesting that sustainability is employed solely as a tool for positive branding by involving people's emotions through its advertisements rather than reflected in its entire business

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Chipotle’s main message focuses on reminding customers that their food is healthy and made with high quality ingredients from sustainable sources. Chipotle has utilized its brand message to appeal to Millennials and the new customer trend of healthier food. Chipotle’s brand message has integrated many forms of media for their marketing. Chipotle has a very strong social media presence where Chipotle is viewed very positively (Ginther, 2014).

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Chipotle Queso: The Key to Happiness Growing up I loved the flavors of Chipotle; the smoky meats, the charred peppers and the blend of delicious sides. One may ask why choose this advertisement for a company like Chipotle, because of the many persuasive images, textual messages, and vibrant visuals found in this mouthwatering piece. I consider this advertisement similar to an urgent announcement in which Chipotle is warning their customers to get excited that they finally have queso. Each and every day society craves food and as we all know, Chipotle competes with multiple restaurants in the mexican fast food field. My question is, what makes Chipotle stand out from the rest?

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Sondra Simpson’s article “Chipotle Mexican Grill Inc.: Strategy with a Higher Mission or Farmed and Dangerous?” alludes to portraying a controversy involving the popular Mexican fast food chain Chipotle and the agricultural industry, but it reads more as a testament to the restaurant’s environmental and marketing achievements. The introductory paragraphs lead us right into a brief explanation of the issue at hand, as well as Chipotle’s intentions and opposition. Simpson hooks her readers with inciting blog titles illustrating the overall feelings of Chipotle’s offended adversaries, such as, “Boycott Chipotle: My Farm is Not Dangerous” and “Chipotle Unnecessarily Tears Down Agriculture to Build a Brand” (qtd by Simpson p 38). These blog posts describe the agricultural industry’s reaction to Chipotle’s latest attempt at spreading their corporate message through a series of webisodes titled “Farmed and Dangerous.”

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735 Words | 3 Pages

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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453 Words | 2 Pages

Chipotle's commitment to sustainable sourcing and ethical business practices enhances its brand reputation and distinguishes it from competitors. By promoting its CSR initiatives, Chipotle strengthens its image as a socially responsible company that prioritizes the well-being of people and the planet. Chipotle's CSR messaging resonates with socially conscious consumers who prioritize environmental sustainability and ethical consumption. By highlighting its commitment to responsible sourcing and community engagement, Chipotle fosters deeper connections with its target audience and cultivates customer loyalty. Chipotle's CSR initiatives also contribute to its long-term financial performance and shareholder value.

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1245 Words | 5 Pages

Chipotle has a major opportunity to increase its number of customers and most importantly its profits. Unfortunately, even though this fast food franchise has the capabilities of fulfilling the rise in demand, they still have to take into consideration all of the factors that can still hurt the company. As listed above in the analysis, Chipotle has to continue to improve their food and services to continue to bring in more customers. Their opportunity can also become a weakness in the near or far future, the current trend is to eat healthy, consumers may get over this fad and may not worry as much on the amount of calories they consume.

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580 Words | 3 Pages

The revised mission statement we created states, “We are committed to sourcing the best ingredients, from vegetables in healthy soil to pork from free range pigs, to deliver the best tasting food. With every burrito we roll or bowl we fill, we're working to cultivate a better world.” With this new mission statement, Chipotle’s customers can understand that when they eat at Chipotle, they are getting the best and freshest ingredients, and that Chipotle is committed to being a sustainable company.

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1448 Words | 6 Pages

Chipotle is one of the most successful restaurant in the U.S. but every organization got some weakness and problems, today I would like to share with you what is the biggest chipotle’s problem ever that cost this restaurant a lot of money and lose trust from costumers and bad image in the media which is POISONING !! :- The fifth-biggest multistate sustenance harming flare-up of 2015 was the E. coli episode connected to nourishment served at Chipotle eateries in nine states. No less than 52 people were sickened, 20 of them were hospitalized. The episode was one of a few nourishment harming flare-ups connected to Chipotle this year including a Salmonella flare-up that sickened more than 60 individuals in Minnesota.

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835 Words | 4 Pages

The world is a confusing place. There are so many options and choices to pick from. Evidently, people choose what they think is right for them. But what happens when it comes down to deciding what Mexican fast food restaurant to eat at? Taco Bell or Chipotle?

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1414 Words | 6 Pages

The business that will be discussed in this paper is Chick-fil-A. They are one of the top dogs in customer satisfaction and happen to have some very good chicken burgers and tasty milkshakes. They have an 83 percent customer experience rating and ranked at number two spot in the Temkin Experience Rating. They are over 6 points above the average customer experience rating in all businesses in their industry. This research shows my experience as a valued first-time customer and reflects company’s outstanding service that leads to customers lifetime value estimating how much money that customers are willing to spend in the life cycle of company’s operation.

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2699 Words | 11 Pages

Abstract Chipotle Mexican Grill is a well-known company that deals with fast food and has made significant and distinctive progress compared to other companies in the fast food industry. The company not only prepares food in front of customers but also makes sure that food is made with integrity. The integrity is enhanced by finding, evaluating, and choosing the right ingredients, which are from animals, farmers, and the environment (chipotle.com). These are the principles that serve to direct and guide the organization and help position it as a leader in the industry.

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1450 Words | 6 Pages

With its mission statement of “Food with Integrity” Chipotle has seen success over the last decade. But with the increase of raw material input increasing, Competitors using pricing strategy to compete for its market share and the economic Chipotle is facing some though decision on if it should continue with its “Food with Integrity” which it can ill afford in these difficult times. In this paper, we will try address ways in which Chipotle can reposition its efforts to focus more on this unique offering without affecting their “Food with Integrity” Concept. By doing so, we believe that it can capture the important and growing segment of customers who are the health-conscious, organic-friendly consumer.

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526 Words | 3 Pages

About three minutes later, “Dreamy Josh” sat right next to her, and started flirting with her. She thought that she liked where this was going. “Here, let’s go to Chipotle instead. On me.” Josh said.

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1408 Words | 6 Pages

With its mission statement of “Food with Integrity” Chipotle has seen success over the last decade. But with the increase of raw material input increasing, Competitors using pricing strategy to compete for its market share and the economic Chipotle is facing some though decision on if it should continue with its “Food with Integrity” which it can ill afford in these difficult times. In this paper, we will try address ways in which Chipotle can reposition its efforts to focus more on this unique offering without affecting their “Food with Integrity” Concept. By doing so, we believe that it can capture the important and growing segment of customers who are the health-conscious, organic-friendly consumer.

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552 Words | 3 Pages

In order to spread awareness they launched an initiative to change the way people think about what they eat. At the same time they were able to build on their “Food with Integrity” vision. Also, in 2011 they had the “Cultivate a Better Worlds” campaign which aimed to tell consumers why Chipotles sources sustainable foods. They also created a Cultivate Foundation which focuses on providing farmers with sustainable resources to farmers while encouraging regenerative agriculture practices

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