Chipotle Mexican Grill functions as a fast, casual, and fresh Mexican food provider that focuses on a menu offering burritos, burrito bowls, tacos, quesadillas, and even salads. A recent poll conducted by Forbes concluded that almost 88% of consumers from all demographics are willing to pay more for healthier foods. This shift in preferences proves that now is as good of a time as ever for new businesses to enter into the fresh ingredient, quick-service food industry. According to restaurantowner.com, the typical start up cost of this nature is around $225,000, which is relatively inexpensive for starting a new business venture. This, along with few legal obstacles, creates low entry barriers for companies that wish to compete in this industry. As mentioned earlier, consumers now have a wide variety of healthier fast food options, especially with Mexican food. This offers the opportunity for new entrants to focus more on experience and atmosphere rather than just the food served. Consumers want fast and fresh, but are also inherently drawn to hip and trendy environments that aid to the entire consumption process whether they dine in or carry out. This gives new entrants the power to differentiate their brand and compete with already existing restaurants.

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Gagliardi, Nancy. "Consumers Want Healthy Foods." Forbes. Forbes Magazine, 18 Feb. 2015. Web. 29 Feb. 2016.

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