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Date Submitted: 10/22/2015 12:47 AM
Chipotle Strategic
Analysis
Competitive Position, Analysis, and Recommendations
David James
Table of Contents
I.
Executive Summary ............................................................................................... 2
Introduction
Competitive Analysis
Environmental Trends Influencing the Industry
Industry Structure and Dynamics
Organizational Capabilities
Sustainability of Competitive Position
II.
Recommendations ................................................................................................. 5
III.
Appendix................................................................................................................ 6
Exhibit 1: Growth Comparisons
Exhibit 2: SWOT Analysis
Exhibit 3: Strategic Groups
Exhibit 4: Competitor Financials
References
Executive Summary
Introduction
Chipotle Mexican Grill is a restaurant chain in the fast-casual sector, focusing on serving food sourced from
sustainable farming practices—including meat product that is responsibly raised in humane ways without
antibiotics or hormones. “Food With Integrity” is the phrase that captures the firm’s philosophy.[1]
Research firm Technomic Information Services defines "fast-casual restaurants" as meeting the following
criteria:
Limited-service or self-service format
Average meal price between $8 and $15
Made-to-order food with more complex flavors than fast food restaurants
Upscale, unique or highly developed decor
Most often will not have a drive thru
The fast-casual sector is positioned between fast food restaurants like McDonalds and table-service casual
dining experiences like Denny’s or IHOP. The sector aims to provide a higher quality experience than fast
food and more convenience than a table dining service.[2]
Competitive Analysis
Exhibit 2’s SWOT Analysis reveals that among Chipotle’s strengths are strong brand image and a loyal
customer following that Chipotle leverages...