Chipotle Mexican Grill | Report

RUNNING HEAD: CHIPOTLE MEXICAN GRILL
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Chipotle Mexican Grill

Chipotle Mexican Grill
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Table of Contents
Introduction......................................................................................................................................2
Analysis and Evaluation..................................................................................................................2
Recommendations............................................................................................................................6
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

Chipotle Mexican Grill
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Introduction
Chipotle Mexican grill is an American fast food chain was founded by Steve Ells in 1993
and has presence in 2491 locations. The company showed a net income of $176.6 million in
2018 and had 45,000 employees in 2018 (Chipotle, 2018). The company has presence in
Canada, United Kingdom, France and Germany and in Asian countries. The unique selling
proposition for the company is its use of natural ingredients and organic ingredients in its food
products. Chipotle offers Mexican flavored food products to its customers that include Tacos,
Burrito, Salad, and organic juice and milk. This report includes evaluation and analysis of
Chipotle Mexican grill position in the market and growth and generic strategies used by the
company. Further, considering porter five forces for food industry in America, analysis of how
these market characteristics affect Chipotle growth and generic strategies is given. After that
recommendation and conclusion is given.
Analysis and Evaluation
Chipotle is known as one of the food restaurants chain with no franchises, high quality
food products, limited menu and its committed employees. The company face many challenges
but able to survive in the market because of its different and changing strategies according to the
business environment.
Food with integrity
This concept was started by the company and included that all the products that are used
in food production should be fresh and for that the company decided to source its meat from
open range suppliers and its food ingredients from loyal and quality suppliers. Chipotle mission