Chipotle Coorporative Tactics

Chipotle’s Tactics

Chipotle’s goal is to deliver the highest quality product coupled with the highest quality ingredients, all while being friendly to the environment and to the animals that it uses. This has led the company to grow and develop in tremendous ways.

In developing the plan for future strategic objectives and initiatives, Chipotle will need to maintain existing core values as well as the expansion of current strategies. It is important for the company to identify the critical strategies and values that made the organization successful and attempt to build upon them. Although Chipotle has not traditionally communicated its values by way of mainstream media, it does adequately communicate core values pertaining to the company’s triple bottom line. Such values are communicated clearly in the 2010 Annual Report to its investors:

* We focus on trying to find the highest quality ingredients we can to make great tasting food; on recruiting and retaining top performing people to ensure that the restaurant experience we provide is exceptional; on building restaurants that are operationally efficient and aesthetically pleasing; and on doing all of this with increasing awareness and respect for the environment.

* We use high-quality raw ingredients, classic cooking methods and a distinctive interior design and have friendly people to take care of each customer – features that are more frequently found in the world of fine dining.

* Our objective is to find the highest quality ingredients that we can – ingredients that are grown or raised with respect for the environment, animals and people who grow or raise the food.

* As part of our Food With Integrity philosophy, we believe that using fresh ingredients is not enough, so we spend time on farms and in the field to understand where our ingredients come from and how the animals are raised.

The company recently announced a partnership with Major League Soccer. This latest move...