Chipotle Mission Statement

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

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

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