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Chipotle Mission Statement

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Company Background Chipotle’s mission statement is “Food with Integrity”. Chipotle about Us (2011) states that “Food with Integrity is our commitment to finding the very best ingredients raised with respect for the animals, the environment, and the farmers. It means serving the very best sustainable raised food possible with an eye to great taste, great nutrition and great value. It means that we support and sustain family farmers who respect the land and the animals in their care. It means that whenever possible we use meat from animals raised without the use of antibiotics or added hormones. In conclusion, it means that we source organic and local produce when practical and that we use dairy from cows raised without the use of synthetic …show more content…

As the locations increased, Steve made the decision to fine tune the menu and decor of his restaurants, one of the changes that he made was to switch to free-range pork for its carnitas (2012). Free range pork means that the pigs have been allowed to roam freely and was not feed antibiotics (2012). Success continued for the Chipotle industry, by 2003 restaurant locations grew to 300 with revenue totaling $321 million (2012). Chipotle greatly increased McDonald’s growth avenue; however, in 2006, McDonalds divested from Chipotle at the price of $1.5 billion (Wikipedia, 2011). Hoover (2014) asserts that Chipotle’s top competitors are Panda Inn, Inc., Taco Bell Corporation. And Qdoba Restaurant Corporation. Chipotle Investor Relations (2014) announced that their 2014 third quarter revenues increased 31.1% to 1.08 …show more content…

To serve this food fast, in an eclectic atmosphere laid the foundation for Chipotle’s “Food with Integrity” program”. Chipotle calls this “fast casual” dinning. Using a mall inventory of ingredients and supplies to create an almost unlimited combination of it menu. Mr. Ell’s background and education allowed for a focus on health, freshness and socially conscious ingredients. This combination allows Chipotle to be a leader in the dinning category called “fast casual’’; the fastest growing segment of the restaurant industry. Steve Ells is Chairman of the Board of Chipotle Mexican Grill Inc. After graduating from Culinary Institute of America then working two years in Stars Restaurant in San Francisco Mr. Ells founded Chipotle in 1993. Prior to launching Chipotle, Mr. Ells worked for two years at Stars restaurant in San Francisco. Mr. Ells’s business model matched his vision—that food served fast doesn’t have to be low quality and that delicious food doesn’t have to be expensive—is the foundation on which Chipotle is based. This visionary thinking, restaurant design, creative menu, and business model has led to Chipotle accomplishing great things, such as growing from a single restaurant to over 1,400 in just 20 years, and serving more naturally-raised meat than any other restaurant

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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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Bargaining Power of Suppliers Not like many other names in the fast food industry, Chipotle's bargaining power of suppliers is higher than most. If you take for instance Mcdonald’s or Taco Bell, their main focus is not how the cow was raised that supplies them with one dollar hamburgers or where the tomatoes were grown that they are larger

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In the near past, chipotle was owned by Mcdonald's, suddenly their CEO decided to separate from them due to the bad quality of the mcdonald's food industry. Chipotle over the years tried to make their food as the most fresh and best when it comes to the quality of the food and they have been succeeding in their plans. After finishing classes that day, I didnt have much time for eating lunch so my options were not a lot, which is why I chose chipotle. I had a couple of friends with me, and we ordered several orders to share. To try the best thing they had.

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" This shows that, Chipotle success comes from the use of classic cooking, distinctive food design, and fresh ingredients. Furthermore, Chipotle brought back the Mexican food to the American customers so that can people experience with different food that is not typical of their culture. Moreover, "Today, the chain boasts more than 1,550 units and holds a market capitalization of nearly $16.7 billion... Chipotle is not only the undisputed leader in the growing fast-casual space, but also an increasingly emulated brand (Jennings, L).

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The fast food restaurants, McDonald's, and Chipotle, are the same in some ways, and different in others. I think both chains want to be, and are successful, but they also want the best for their customers. The difference between these two restaurants are how they go about achieving it. McDonalds wants the best for their customers, and achieves this by taking large amounts of time to create good tasting meals, but also using the best ingredients. In my opinion, Chipotle is putting in more effort to get even better ingredients, and fresher food than the ordinary fast food chains, such as McDonalds. Because Chipotle has so much pride in the outcomes of their food, and customers, they don’t get their animals from places where they are badly

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Chipotle uses high quality raw ingredients, classic cooking methods, a very distinctive interior design of their outlets and friendly employees to take care of their customers. The company claims to serve meats which are raised without the use of non therapeutic antibiotics or added hormones and are in accordance with the criteria they established in order to improve sustainability and promote animal welfare. They brand their meats as "Responsibly Raised." Timeliness:- Time mainly is based on two types, namely new product development time and customer response time. The former emphasizes on how the increasing pace of technological innovation has led to products having a shorter life cycle and more rapid introduction of new products.

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help Chipotle offer high quality products made of the best, organic ingredients. Chipotle’s weaknesses are easy to copy limited menus that haven’t changed since the opening of the first restaurant and also the prices. When compared to some of their competitors such as Taco Bell, Chipotle is priced well above but still provides a higher quality food. Also purchasing organically grown food could be limited due to small number of suppliers and availability of specific foods. Chipotle’s main opportunities are expanding internationally, possibly targeting the emerging markets such as China or India while customizing their menus to the customers’ preference of the particular country.

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The focal point of Chipotle was to merge high quality organic natural ingredients, delivered in a quick manner to busy customers. Thus embodying the swiftness of the fast food experience. To ensure the ability to be competitive, Steve Ells developed a cost effective strategy which would enable Chipotle to gain a distinct advantage over well-established market leaders, such as Pret A Manger, Le Pain Quotidien and Taco Bell. Thereby joining the new market in the fast food industry. Steve Ells, Founder, Chairman and Co-CEO of Chipotle stated the following as it relates to the release of the company’s 2013 financial results: “Over the past 20 years, we have created a very unique and restaurant company.

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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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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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I chose the article What Does Chipotle’s ‘Ban’ on Genetically Modified Foods Really Mean by Tanya Lewis. This article is reliable because it was made only two years. It is also reliable because I found other articles supporting this information. This article is about a fast food chain’s decision to omit most genetically modified foods, including its reasons behind the ban. This article is about Chipotle banning genetically modified ingredients from its food.

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Additionally, Chipotle should develop Shophouse Southeast Asia Kitchen’s menu and interior to attract more customers. expand the location. Consequently, their revenue and net income will increase gradually. * Marketing In stead of only relying on word – of – mouth technique, they should create more TV shows like “Scarecrow” and “Farmed and Dangerous” and held “cultivate festival” not only to build the relationship between customers and Chipotle but also to increase customer’s awareness of the brand and their “Food With Integrity”

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Chipotle Strategic Profile and Case Analysis Purpose Chipotle Mexican Grill founded in 1993 by Steve Ells became known as the fast-casual dining in the restaurant industry (Hitt, Ireland, & Hoskisson, 2013). It was the first of its kind when Ells first opened his first restaurant and brought the idea of made-to-order burrito. The concept is so simple, and the consumer is in control of what ingredients goes into their burrito. “The immediate success from Ells’ first restaurant allowed him to repay the $80,000 loan that he borrowed from his father within a month of opening” (Hitt, Ireland, & Hoskisson, 2013, p. 71). Furthermore, this gave him the confidence to open his second restaurant in just two years.

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• Chipotle planned the first ever “Cultivate” festival in Chicago to assist in building the community and to unite ‘food, farmers, chefs, artisans, thought leaders and musicians. • This company initiated their Farm Team invitation-only loyalty program. This encouraged customers to build points by playing online games that educate them about food supply and production. These award points are redeemable for discounts within the Chipotle restaurants (How Chipotle's "Food with Integrity' Strategy Can Really Succeed, 2012).

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Chipotle is in the fast casual industry where competition is extremely intense since there are so many different dining options. An industry like fast casual restaurants has a very high growth rate therefore there is not just one company that has the market cornered. What sets the restaurants apart is not cost but product differentiation; they position themselves in the market with their slogan of Food with Integrity. Since restaurants in the fast casual industry are priced fairly in the same range Chipotle uses different product features to set themselves apart from the others (parature.com). The first value driver in Chipotle’s differentiation strategy is the product quality; they utilize local farmers who are conscience of the environment.

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