Chipotle Sustainability

Since its founding in 1993, Chipotle Mexican Grill has not only been an industry leader in the fast-casual dining market, but also a leader in sustainability across all national restaurant chains. From its inception, Chipotle has incorporated a "Food with Integrity" paradigm, making a "commitment to finding the very best ingredients raised with respect for the animals, the environment and the farmers" not just a priority, but a fundamentally ingrained aspect of business. Locally sourced, sustainably farmed produce, responsibly raised meats, and even sustainable architecture.

While this business valued at nearly $20 billion certainly owes some success simply from their gut-bustingly delicious burritos, their sustainability efforts plays no small part in their accomplishments, the most obvious of which is generating market share and loyalty from an expanding base of conscientious consumers. In an age where undercover footage from shady factory farming practices can go viral, or a book like the omnivore’s dilemma can reach best-sellers lists, Chipotle has been, in many cases, the only option that meets the demand for affordable, responsible food. In fact, it is arguable that Chipotle not only met these demands, but by creating shared value, Chipotle may in fact have had its hand in creating these no longer niche demands.

Chipotle’s sustainable policies also lead to minimized business risks. A perfect example is the fact that there are times where certain locations are unable to provide meats that meet their normally high standards, and instead offers less qualified substitutes that are not as sustainable. Despite this, there is never any negative repercussion from the public since Chipotle’s past track records and transparency essentially absolves them from these transgressions. Another interesting side effect similar to this is the fact that, although Chipotle neither tout itself to be particularly healthy, and in fact a burrito might have twice as many...