Chipotle Scarecrow Documentary Analysis
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.”
In the articles: " 'How the Taco Conquered America ' and 'Holding on to heritage before it slips away, '" It is referred to a couple times that when dishes spread to America that they sometimes change. For instance, in the articles, it says that things are sometimes added to dishes, such as meat to Italian dishes or crispiness to tacos. These things can spawn from taboos, or just plain logic. Additionally, things from foreign countries were said to be too foreign and needed to be "more American." Spice being taken from Mexican food is a good example.
He continues the rest of the chapter talking about how most foods have traces of corn in them, by following the industrial food chain. All foods by the FDA must have their ingredients posted on the wrapper, so buyers know exactly what they are eating. Michael Pollan knows he has to look at the wrapper and see where all those ingredients are from to really see where the food he is about to came from. 2. Pollan describes American farmers today as “the
The second restaurant I went to was Chipotle. Chipotle is also a fast food restaurant, but it is different than hamburgers kind of fast food. The restaurant is clean and also has a very well design as well. The special thing about Chipotle is that customers are able to make their own meal.
During here interview, she stated, “The companies don’t want farmers talking They don’t want this story told.” (Kenner, Food Inc.) Morison also claimed to state that, “It doesn’t matter if the chickens get sick. All of the chickens will go to the plant for processing” (Kenner, Food Inc.) From this interviewer’s statements, Carol Morrison is a credible source because he spends most of her time in the chicken farm and she has interacted with many other companies like Food Inc. To show ethos in this documentary, the author used his personal experience along with what the industry has stated.
We usually don’t recognize the corn, due to companies putting corn in food coloring, flavoring etc. However, in The Omnivore’s Dilemma Todd Dawson says, “We look like corn chips with legs”(22.) This proves we are so clueless on how much corn we
Since news about the Chipotle food poisoning broke, a lot of people became more concerned about the food they eat. The public began to realize that even renowned brands and giant food chains can also be the breeding ground for the next food related fiasco in town. Because of the two outbreaks of Norovirus (a virus that causes diarrhea, vomiting, body pains and fever among others) in Simi Valley and Boston, two E. coli outbreaks, and one Salmonella outbreak in Minnesota, Chipotle is now facing rapid drops in their food revenue, a decline in their stock value, a criminal investigation and a lawsuit.
In to Kill a Mockingbird Scout started as an innocent girl that lived in the south during the great depression that didn 't know much about life. She started to understand more over time in the book, especially during the trial of Tom Robinson. She notice that life wasn 't fair and that there is some people that she couldn 't understand their way of thinking. She sees people such as the Ewells that are some repugnant people. Harper Lee does a great job at making me feel sympathetic for Mayella because of her appearance of scared and fragile.
This provides a valuable tool for molding the kind of success-orientated culture at Chipotle. Instead of wasting time and resources while recruiting new members, they save time, capital, and resources by rewarding and promoting from within. This leads to maximization of profit, reduction of turnover, and improved employee satisfaction and performance through retained knowledge, skills, and experience of long-term employees. The net effect of these communication and management methodologies is to ensure that services offered to customers are of the highest possible quality. For example, 84% of the customers spend less than five minutes waiting to be served.
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.
This means that Chopotle is supporting local farmers and cattle ranchers by purchasing its supplies locally which ensures freshness, meat free of any artificial additives, hormones or antibiotics. Further, by purchasing all of the food locally, creates jobs for the local farmers. When Steve Ells, the founder of Chipotle, opened his first restaurant in 1993 in Denver, Colorado, he envisioned his restaurant not only be fast and tasty but also support the local farmers. He called
Chipotle burritos and rice bowls were once on the American majority’s lunch table!! With Steve Ell’s “don’t blow to convention”, “finding incentives that work” or “picking the right message”, Chipotle will be able to get up, dust off this incident and rise to the number one spot again. As David Ogilvy put it, “The consumer is not a moron; she is your wife”; Chipotle should use marketing as their sole driving force to convince their ‘divorced wife’ to return. Chipotle has revolutionized the way people think about and eat fast food.
Chipotle is known for their “Food with Integrity” program, a mission to remove as many genetically modified organism foods (GMOs) from their menu as possible. Chipotle gathers their food supplies from local farm producers that treat their animals as humanely as possible unlike many other food corporations. The Food with Integrity program is used as a deterrent to animal cruelty and also a call for the most excellent food for their customers to consume. For example, Chipotle requests that all their dairy products come from dairy cows not treated with rBGH, a chemical that makes cows produce more milk than usual. All food is grown within three hundred fifty miles of the Chipotle you are eating in at whatever moment.
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
The Richard Group which was based out of Dallas, Texas started a unique advertising market for Chick-Fil-A that has stuck with the company for over twenty years it’s called “Eat Mor Chikin” campaign. They started this campaign by having a three-dimensional billboard that had three black and white
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