Chipotle

CRITICAL ANALYSIS CASE STUDY: CHIPOTLE 1

Critical Analysis Case Study: Chipotle

J. Francis Madamba

Missouri Baptist University

CRITICAL ANALYSIS CASE STUDY: CHIPOTLE 2

Critical Analysis Case Study: Chipotle

In 1990, a 25 year old man by the name of Steve Ells graduated from the Culinary Institute of America. After graduation, he moved to San Francisco and worked at Stars restaurant. In 1993 he moved back to Colorado and opened a small. It was not the white cloth dining establishment that he had hoped to open. The name of the restaurant is Chipotle. Its décor was modest. Tables were made simply with plywood with metal legs. The menu board was also made from a simple piece of plywood. From its humble beginnings, Chipotle has expanded to over 1,500 stores in the United States and abroad (Forbes, 2014).

Chipotle’s vision is to change the way people think about and eat fast food. It’s not just fast food; it’s fast casual. They differentiate themselves from other fast food restaurants by using the mantra “Food With Integrity.” This has been their mission statement from the start. They do this by finding the highest quality ingredients. The ingredients are grown or raised with respect for the environment, animals, and people who grow or raise food (Chipotle Annual Report, 2013). The meats they use are raised without the use of subtherapeutic antibiotics or added hormones. They use sustainably grown produce. Some of the produce items are organically grown. Also, the sour cream and cheese they use are from cows that are not given rBGH (recombinant bovine growth hormone) (Baylis, 2012).

It appears that Chipotle’s main population segment is the millennial. They identify with Chipotle’s “Food With Integrity” philosophy (Lepore, 2011). They are also the consumer group that tends to eat out more (Duggan, 2013). Millennial have a busy lifestyle but they still want to eat healthy. Also, Chipotle’s brand personality...