Both McDonalds and Chipotle provide fast food services. However, while they share some similarities in terms of belonging to the food industry, utilizing the concept of time to woo their customers, and emphasize on healthy alternatives, the two differ in their business practices and model, types of food that they offer, the efficiency, and extent that they have managed to influence and shape the perception of the consumers.
Both McDonalds and Chipotle are restaurant chains that aim to provide fast food services to individuals on the go and highly emphasize timeliness of service as its major selling point. Besides both restaurants being in the food industry, the two restaurants emphasize the speed of their services as a selling point. As a quick service restaurant, McDonalds aims at reducing the time that its customers take before they are served.
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One difference is the size of McDonald compared to Chipotle. According to Lutz, McDonald is far much larger compared to Chipotle and this is evident in their revenues that were $844 million for Chipotle and a staggering $28.1 billion for the McDonald chain. Brown adds that while Chipotle had 1500 stores by end of 2014, McDonalds had 14,000 stores. This shows that McDonald is almost ten times the size of Chipotle in terms of the number of stores.
Another difference is the choice of menu that both chains offer. McDonalds has kept changing its menu as evidenced by the fact that the restaurants menu has grown by over 70 percent since 2007 (Lutz n.p). Chipotle has retained the same menu that it started with and only made very insignificant changes to its menu items. Besides the menu, the service level and approach are also different. The food offered at Chipotle is made to order rather than pre-assembled, as is the case at McDonalds. Unlike McDonalds, Chipotle places an emphasis on well-decorated restaurants and comfort for its