Chipotle Mexican Grill Case

Memo

To: Management of Chipotle Mexican Grill

From: Ricardo Isaza

Cc: Dr. Morris

Date: November 6, 2014

Re: Assessment of Chipotle Mexican Grill

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1) Does Chipotle Mexican Grill Have any core competencies and, if so what are they?

Chipotle Mexican Grill have core competencies but one of their main rival is the fast-food eating industry. If you compare other restaurants in the same industry to Chipotle Mexican Grill the competitive advantage is favorable to Chipotle Mexican Grill because of the good service, high quality ingredients and food is produced cheaper and faster than restaurants. Through years they looked for a way to serve their costumers quickly and efficient in order to create loyalty between the company and consumers. One important thing about a functional organization is the consumers experience because if consumers feel good and they like the way there are threated and serve they will come back and even make a recommendation of the restaurant.

Qdoba is one of the direct competitors of Chipotle Mexican Grill because they offer a similar menu and have the same functional strategy. Other restaurants also have the same menu that consists in tacos, burritos, burritos bowl and salad but there is no doubt that Chipotle Mexican Grill is the best positioned of that industry because of it’s top high quality ingredients.

Chipotle Mexican grill inserted the use of organic and natural ingredients to their menu in order to improve their quality and serve nutritive food to consumers. Chipotle Mexican Grill’s slogan is “Food with Integrity” and that’s why they work with family owned farms and farm-raised animals in other to maintain the quality of the food they serve and to avoid the use of growth hormones to increase the weight of the animals. It’s wrong to say that taco bell is close to be like Chipotle Mexican Grill. Taco Bell can’t afford to cook their menu with organic dairy, organic beans and...