Chipotle

Table of Content

Title Page

1. Introduction 2

2. Section 1: Chipotle’s Overview 3

* Chipotle and its journey 3

* Chipotle’s menus and services 3

3. Section 2: Chipotle’s Strategies and Performance 5

* Ingredients and Supply Chain 5

* Restaurant Operations and Management 6

* Marketing and Target Market 7

* Customer Service 9

4. Section 3: Chipotle and its SWOT 10

* Strengths 10

* Weaknesses 11

* Opportunities 12

* Threats 13

5. Section 4: Chipotle and Key Competitors 14

Menu Options, and Ingredient Quality 14

Price Comparison, Service Style 15

Marketing and other key factors 15

6. Section 5: Chipotle’s Financial Performance and Marketplace 17

Financial Performance 17

Chipotle’s and Marketplace 18

7. Section 6: Chipotle and Environment 19

8. Conclusion 20

9. References 21

Introduction

“Serving fast food doesn’t mean it has to be a typical fast food experience” Steve Ells, Chipotle’s CEO interviewed. Chipotle and Ells completely made “fast-food” in the different meaning. The concept of having organic food in a casual restaurant could be possible and Ells made it happen at Chipotle.

Chipotle Mexican Grill, Inc. (pronounced chi-POAT-lay) is a Mexican nutritious fast- food restaurants chain in the United States. Chipotle Mexican Grills started its business in Denver with the ideal concept and idea of the founder and co-CEO and chairman “Steve Ells” who had done a degree from the Culinary Institute of America. With his passion in cuisine and a dream to own a restaurant business he came up with a concept of Chipotle Mexican Grills which offered customers “Food with Integrity”, the new experience of fast food style with better quality of ingredients and nutrition.

Section 1: Chipotle’s Overview

* Chipotle and its Journey

The journey of Chipotle has surprisingly started its operation from a small restaurant in...