Chipotle Mexican Grill has been a very successful company since its inception in 1993. One of the biggest reasons for the company’s success is because of its marketing mix. Chipotle’s marketing mix of price, place and promotion will be analyzed to see which has provided success to Chipotle. This analysis will also help identify a marketing mix weakness of Chipotle.
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?
" 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).
Chipotle give experience to customer from entrance of the restaurant until they order their foods. The company allows people customize their own foods. Chipotle make its company differentiate from other by using high quality of ingredients and serving freshest foods. It focuses on people who love delicious healthy foods. Moreover, the company always promotes its products by giving free burrito on some holiday and the first day of grand opening restaurant (Chang, 2014).
Chipotle Mexican Grill STRENGTHS • Green technology • Positive bran image • Fresh and healthy food • Great customer service • Low advertising costs • Great financial performance in recent years WEAKNESSES • Lots of competition • High Price OPPORTUNITIES • Expansion of menu times • Ability to expand advertising costs • Ability to develop a market strategy to increase market share THREATS • Not a lot of menu options • High menu price • Competition is growing Chipotle Mexican Grill is a company that operates in the casual fast food Mexican restaurant market. They mainly operate in the United States but have expanded to Canada, the United Kingdom, France and Germany in recent years.
Having a Twitter, Instagram, Snapchat, and Facebook would make the younger generation come dine in and see how the grill has changed since the E. coli outbreak. Positioning of the Product: Chipotle is a Mexican fast food chain that offers burritos, tacos, chips, and other choices. Two of their biggest competitors are Taco Bell and Qdoba. They all offer around the same type of food, but Chipotle sets its self apart from them.
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.
Chipotle is a very successful company where I could develop my personal and work skills. Since I am in Canada, I got good references of Chipotle as a great workplace. Chipotle is a brand which values its associates. In addition, I am proud of being Mexican and I like so much sharing our culinary culture with others. Upon working in Chipotle, I can accomplish my goal that others know more about Mexico.
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.
Chipotle, a Mexican restaurant chain, has developed a distinctive place in the competitive food industry through a tactical merger of branding strategies that connect with consumers. Through their creative brand identity, advertising, sponsorships and unique product packaging, Chipotle shapes the views and interests of consumers in today's sales. The center of Chipotle's branding strategy lies a distinctive brand identity that separates it from today's companies, which is expressed through its logo, slogan, and the overall aesthetic. Chipotle's logo is basically a minimalist style with a pepper icon to represent them using fresh ingredients. To add on, Chipotle's slogan, "Food with Integrity," showcases its dedication to distributing safe food.
Chipotles strengths are more social responsibility because the fresh ingredients with high-quality and naturally raised animals enhance their brand image; this shows the public that their food is healthy. Another strength of Chipotle Mexican Grill, Inc., is their marketing program because, in the beginning, the company had a word-mouth publicity that consisted of the experience of their customers had on the traditional Mexican food. Today 's day as explained in the MarketLine articles about the Chipotle Mexican Grill, Inc., SWOT Analysis "As part of its promotion, the company is developing owned media, including new video and music programs, and a more visible event strategy that includes its cultivate
Introduction The restaurant industry in the United States had annual sales of $ 631.8 billion and employs 12.9 million people in 2012. Even in times of recession there is little evidence that this industry has seen a decline especially in its fast food and quick service segment. But with a depressed economy with no immediate upward trend in the near future, majority of the customers indicated that they would either curtail their spending on eating or best maintain its current level which is certainly going to affect the future of many restaurants in the industry. Chipotle is part of the fast casual segment of the U.S industry with over 1,600 restaurants.
Key areas of Chipotle Mexican Grill significance to business As a CEO of Chipotle Mexican Grill, the key areas that are significant business operation are relationship of the restaurant with its customers, integrity in the business operation and ethical communication. These key factors are important to the performance and growth of Chipotle Mexican Grill. Having a positive relationship between the customers and staffs of Chipotle Mexican Grill, it enables in increasing their confidence in the business. Theprinciples of good ethical codes are essential in ensuring all the good relationship of customers and staffs are maintained. Integrity of the member of staffs also contributes in attracting more customers(Buchholtz & Carroll, 2014).
Introduction Chipotle is a household name when it comes to burritos and healthy “clean” eating. By 1998 chipotle had 13 stores. Publically traded for the first time in 2012, chipotle had big time investors like McDonalds that invested 50 million to help open more stores. The success of the company grew and flourished with a huge fan base and a corporately social responsible reputation. Serving clean food from organic growers with no GMO in the food made Chipotle the number one go to green restaurant.
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.
