...In the specific mid-range restaurant I visited, Chipotle, I found that there was a fairly simplistic color scheme, that scheme being white, beige, and red. Most if not all of the inside seemed to be industrial in opposition with their namesake as a “Mexican grill”. This look is donated to by the exposed ceiling showing wood bearings, the exposure of wires and pipes, and large air vents peeking out over the soda fountains. What also (disappointingly) adds to the perception of the restaurant being industrialized, is the heavy over-use of metal. The metal in question is not hidden or camouflaged at all, being used as table covers, light fixture covers, and essentially the whole service area. While on the other hand, any use of metal in a typical...
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...18 MISSION, DIRECTION AND OBJECTIVES....................20 Financial Objectives Marketing Objectives Social Objectives MARKETING STRATEGY..............................................21 MARKETING PROGRAMS............................................23 FINANCIAL PLANS.......................................................26 IMPLEMENTATION AND CONTROL..............................26 1. REFERENCE LIST..........................................................27 2. APPENDIX [A.1] Sales forecast [A.2] Budget marketing plan [A.3]Implementation plan 1. EXECUTIVE SUMMARY This report has commissioned to development a Marketing Plan for Chipotle Mexican Grill Inc.(CMG) and recommend strategies for the introduction of its products in China to achieve the objectives. The research draws attention to the fact that Asia fast food and Fast Casual Food grew by 13% and 8% respectively in the world. CMG belongs to Fast Casual Food sector....
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...in their lease. Id. In November 2006, Superior Court Judge Jeffrey Locke ruled in a similar case involving the same complainant, Panera Bread Company, in which the exclusivity clause did not specifically describe “a sandwich.” Id. The court held that the Mexican Grill restaurant seeking restaurant space did not violate the exclusivity clause due to the type of the food the Mexican Grill would serve. Id. Judge Locke noted in the Panera Bread Company case, Qdoba Mexican Grill did not violate the exclusivity clause because their food, mainly burritos, tacos, and quesadillas, was not sandwiches, and therefore, not a sandwich shop. Id. Judge Locke turned to the dictionary for a definition of sandwich which read “two thin pieces of bread, usually buttered, with a thin layer (as of meat, cheese, or savory mixture) spread between them.” Bret Thorn, Burrito not a sandwich, judge rules in Panera-vs.-Qdoba tiff, Nation’s Restaurant News (Nov. 13, 2006), http://findarticles.com/p/articles/mi_m3190/is_46_40/ai_n1685050. In the case at bar, The Pita Pit serves a type of food that consists of pita bread, stuffed with various meats and toppings which is consistent with the definition of a sandwich. Unlike the Mexican Grill, which served a variety of food that was not consistent with sandwich toppings, ingredients, and/or choices, the Pita Pit’s...
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...Chipotle Entering Germany Sajma Singh Adhikari Sambridhi KC Tamela O. Dow Ramita Shrestha Darrin Holly Fundamentals of International Business BUAD 327.001 May 8, 2013 Table of Content Executive Summary……………………………………………………………………………….3 Introduction……………………………………………………………………………………….6 Economic Analysis………………………………………………………………………………..6 Cultural Analysis………………………………………………………………………………….8 Political Analysis………………………………………………………………………..………...9 Company Analysis……………………………………………………………………………….10 Works Cited……………………………………………………………………………………..12 Appendix………………………………………………………………………………………..13 Executive Summary Overview Chipotle Mexican Grill is a restaurant that allows consumer to enjoy fresh and delicious Mexican style food. Chipotle offers fresh not frozen food that you find in many of the restaurants today. Unlike Taco Bell, Chipotle’s entire product line is fresh the fresh taste like buying fresh vegetables and meats from the local farmer. This fresh taste is what makes Chipotle different from any other Mexican style restaurant in business. Problem Obesity and poor eating habits is running rampant in the world. “Half of German adults are obese (13.7%) and overweight (36.4%), similar to the 54.5% in the United Kingdom, but significantly less than the 62.1% in the United States” (English). Poor eating habits and little or no type of exercise finds consumers struggling to control their weight. For many consumers, who have busy work...
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...Case Analysis Chipotle Chipotle, (pronounced chi-POAT-lay) is a homerun company with Steve Ells steering the ship as CEO. Whether he turns starboard or port, he has the company heading in the right direction. His vision is “to change the way people think about and eat fast food”. His strategy is based on five key elements: 1.) Serving a focused menu of burritos, tacos, burrito bowls (a burrito without the tortilla-which is quite amazing, I’ve had them several times, they are a very healthy and delightful tasting alternative to burritos), and salads. 2.) Using high-quality raw ingredients and classic cooking methods to create great tasting, reasonably priced dishes that were ready to be served to customers minutes after they were ordered. 3.) Creating an operationally efficient restaurant with an aesthetically pleasing and distinctive interior setting. 4.) Having friendly people take care of each customer. 5.) Doing all of this with increasing awareness and respect for the environment, the use of organically grown fresh produce, and meats raised in a humane manner without hormones and antibiotics. With these core competencies Chipotle has reached the top of its industry. They maintain a focused product (strategy 1), they maintain high quality products (2), they are efficient in operations (3), customer service is a priority (4), and they are environmentally friendly (5). These are strong core components that if maintained will produce a long lasting thriving company...
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...100 Dr. Kazem Khan, Ph.D Strayer University June 16, 2014 Abstract In this paper, we will look at the Ethical and Socially Responsive Business of Chipotle Mexican Grill. As the CEO of Chipotle I will explain key areas of our conduct code and its importance, and the steps we take to ensure our employees follow our code. I will then explain our commitment to social responsibilities to our community. Our conduct code is the foundation to our company, and we take great pride in teaching our employees so they will have the necessary tool to provide our customers with outstanding customer service. Chipotle believes in giving back to our community, doing this brings us closer to our customer and employees. Key areas of our conduct code One of our key areas of conduct for our company is integrity not only to our customer but for ourselves. We believe that integrity is the heart and soul of a successful company. ”Chipotle is a company based on integrity. Integrity is about being real and being honest. It means doing the right thing even when no one is watching. These values permeate the way we do, and do not do, business. You are expected to use good judgment, adhere to high ethical standards, and avoid situations that create an actual or perceived conflict between your personal interests and those of Chipotle. Chipotle requires that the transactions you participate in are ethical and within the law, both in letter and in spirit.” (Integrity Statement)(2013). “There are...
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...Fast-food,” in the thoughts of most Americans, is equal to a burger and fries–something quick. The implication of “fast-food” is processed, fatty food that is full of grease, additives, and preservatives. “This was not what Chipotle CEO Steve Ells intended when he opened up his first restaurant. Since the beginning in 1993”, Chipotle offered a new experience; “I just wanted to build a place where you could eat delicious food made of the finest ingredients quickly and affordably” (Ells). Steve Ells insisted on keeping Chipotles’ ingredients organic even with the instability of our economy. Chipotle is still rapidly expanding even though natural organic ingredients are costly. Finding a solution to keep the prices affordable, the business profitable, and the food organic is one of the challenges that Chipotle faces today. Chipotle Mexican Grill, Inc. is a “fast-food service restaurant” under restricted administration class. It was shaped in 1993 and opened up to the world in 2006. It has the biggest piece of the pie in the Mexican-sort sustenance fragment with a net wages of more than $126m in 2009 (Mergent on the web, 2010). The organization compasses in excess of 35 states and has in excess of 1000 restaurants over the United States. furthermore in parts of Columbia region, Canada and England. Chipotle's menu comprises of burritos, tacos, burrito dishes (a burrito without the tortilla), greens, and an assortment of additional items, for example guacamole, salsas and tortilla...
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...CHIPOTLE MEXICAN GRILL, INC. CODE OF ETHICS FOR CO-CHIEF EXECUTIVE OFFICER As the Co-Chief Executive Officer of Chipotle Mexican Grill, Inc. (the “Company”), I acknowledge that the Company is committed to honesty and ethical conduct in all areas of its business and that officers with responsibility for the conduct or supervision of the Company’s financial affairs play a special role in preserving and protecting shareholders’ interests. In furtherance of the above and to the best of my ability, I will adhere to the following principles and responsibilities: • • • Act at all times in accordance with this Code of Ethics and the Company’s Code of Business Conduct, a copy of which has been provided to me; Act at all times with integrity, avoiding actual or apparent conflicts of interest in personal and professional relationships; Address any apparent conflict of interest in personal and professional relationships in accordance with the highest ethical standards and promptly disclose to the Company’s chief legal officer the nature of any such conflict of interest or any material transaction or relationship that reasonably could be expected to give rise to such a conflict of interest; Provide, in the Company’s reports filed with the Securities and Exchange Commission and other public communications, disclosure that is full, fair, accurate, complete, objective, timely and understandable; Comply with rules and regulations of all U.S. and non-U.S. governmental entities and other private...
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...Chipotle first store opened in 1993 by founder and CEO Steve Ellis in Denver, Colorado, in a former Dolly Madison Ice Cream Store near the campus of University of Denver. Within five years the firm expanded to sixteen restaurants. Once McDonald’s became their largest investor they soon grow to five hundred by 2005. There are over 1000 Chipotle restaurant in the United States and approximately 10 locations outside of the United States, 5 locations in Toronto, 4 locations in London and 1 in Paris. The Chipotle mission statement created by Steve Ellis, “Food integrity is our commitment to finding the very best ingredients raised with respect for the animals, the environment and the farmers.” (Chipotle 2012). Describing key areas of the Chipotle’s Code of Conduct that are of significant importance to the business, and explain why. Chipotle is committed to the highest standards of integrity in all aspects of the company, from the food they serve to the employees, officers and all members of the Board of Directors. The key areas of the Code of Conduct are, “Integrity Statement,” “Anti-Discrimination, Harassment and Sexual Harassment Policy,” “It’s the Law,” and “Chipotle Confidential.” All employees and Board members are required to be honest, loyal and respectful; basically do not do anything unethical, always do the right thing. Chipotle has an “open door “policy with respect to any concerns relating to the compliance with Code of Conduct with no person being subjected to...
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...14 October 21 Chipotle Mexican Grill Caroline Burke, Mary Harris, Stuart Hooks, Jacob McCanless & William Vaughan A complete strategic analysis of the Chipotle restaurant chain from its founding in 1993 through the fiscal year 2012. Table of Contents Introduction 3 I. Core Competencies 3 II. SWOT Analysis 3 Internal Analysis: Strengths & Weaknesses External Analysis: Opportunities & Threats Future Prospects III. Value Chain Analysis 5 Primary Activities Support Activities IV. Generic Competitive Strategy 6 Chipotle’s Strategy for Success V. Financial & Operating Performance 6 VI. Analysis of Competition 6 Rival with Strongest Resources & Capabilities Chief Differences Between Chipotle’s & Moe’s Strategies Can Chipotle Compete Effectively Against Taco Bell? VII. Recommendations 7 VIII. Appendix 8 Works Cited 13 In 2012, an analyst on Wall Street referred to Chipotle Mexican Grill as “the perfect stock”, while another suggested it could become “the next McDonald’s” (Thompson C-114). Since it’s founding in 1993, Chipotle has utilized founder Steve Ells’ leadership and culinary expertise to execute its vision of “changing the way people think about and eat fast food” (Thompson, C-114). From the day Chipotle’s first restaurant opened its doors to now running 1230 restaurants in three countries, it has become a huge success and has caught the attention of leaders in the industry. One...
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...In The News Chipotle Mexican Grill was first founded on July 13th 1993 in Denver, Colorado by Steve Ells. With his experiences in culinary school, his vision was to establish a restaurant that was simple and creative. Chipotle Mexican Grill became one of the fastest growing industries in the world. There are now a total of 1700 locations worldwide located in the United States, France, United Kingdom, Germany and Canada. Recently, there has been an E. coli outbreak with Chipotle restaurants which led to the closing of 43 stores. All cases of E. coli have been confirmed in the Washington and Oregon area. Many victims have filed lawsuits against Chipotle because they have become ill due to the bacteria. Anyone that have eaten at Chipotle between Oct. 14-23 have experienced vomiting, stomach cramps and bloody diarrhea. Health officials are urging anyone experiencing those symptoms to report to the hospital immediately because E. coli has a possibly of leading to death. The public is questioning Chipotle about how the E. coli outbreak even began. Many assumed that the products used in the chain restaurant have been unsanitary. The most common way to spread E. coli is through feces. Chipotle released a statement that they believe the source of the E. coli is from their vegetables and that they are doing their best to investigate the situation. This isn’t the first time that Chipotle faced food safety issues within their chain. In August, a Chipotle restaurant in California was temporary...
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...Chipotle Mexican Grill Paper [Student Name] [School Name] [Course / Assignment] 20 August 2014 [Instructor Name] Introduction This paper is about Chipotle Mexican Grill restaurant. In this paper, discussions have been made about the Key Areas of Chipotle’s code of conduct that are of major importance for their business. In addition, key steps of Chipotle for implementing the code of conduct for ensuring employees to follow the code of conduct. Moreover, key ways of Chipotle to engage in socially responsive activities have also been included as a discussion in this paper. Key Areas of Chipotle’s Code of Conduct Morals and social obligation are imperative ranges inside Chipotle Mexican Grill's business. Both areas have an intuitive relationship that assumes a part in building gainful organizations and also a balanced group. Morals allude to sets of convictions about good and bad; and business morals include the application of these issues in the work environment. The general moral gauges, which include dependability, regard, obligation, decency, mindful, and citizenship, are benchmarks that apply to all individuals and ought to unquestionably be held high inside the working environment. Social Responsibility is the commitment of a business to help society. Chipotle's social obligation influences representatives, clients, speculators, the group, and nature's turf. In 1993, Chipotle Mexican Grill was founded by Steve Ells. The mission of the organization is putting a...
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...Chipotle Analysis Abstract Chipotle Mexican Grill was founded by Chef Steve Ells in 1993, and today has restaurant in the United States, Canada, United Kingdom, Germany, and France. Initially Steve intended to open a fine dining restaurant after he graduated from the Culinary Institute of America, he did not have the start-up capital to do so. To build enough capital to fulfill his dream, Steve opened Chipotle Mexican Grill only to build enough cash to support his larger and more expensive plan for the fine dining restaurant. It wasn’t long before the restaurant experienced success and caught the attention of food service industry juggernaut McDonald’s Corporation. According to a May 2015 issue of Forbes magazine, Chipotle is valued well over twenty billion dollars (Parrish, 2007). Derived from the ancient Aztec Nahuati, the name Chipotle means smoked and dried chili pepper. The practice of cooking and serving naturally grown meat to their customers using organic ingredients supports the company motto of ‘Food with Integrity’. Chipotle Analysis Do you think CMG is a successful company? Defend your stance with research application. Chipotle Mexican Grill is most definitely a successful company. This is supported by the fact that it has grown from just one branch in Denver, Colorado into well over one thousand four hundred branches as of today in the United States. The company has opened sixteen branches just only in a span of five years. The company is capitalizing...
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...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. R. Application of Porter’s Five Forces Model Paper (n.d.): 3. Web. 29 Feb. 2016. "Porter's Five Forces." Porter's Five Forces. Mayur Khatri, n.d. Web. 29 Feb. 2016. Gagliardi, Nancy. "Consumers Want Healthy Foods." Forbes...
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...BUS100 26OCT2013 During the course of this paper it is my intent to analyze the strength and weaknesses of Chipotle Mexican Grill in hopes of finding a way that the restaurant chain could boost profit and/or productivity. Chipotle Mexican Grill has many things going for them and against them since opening in 1993 (Wikipedia, 2013). To start with let’s talk about their weaknesses or things they could do better. They don’t seem to be very creative in making new products, they don’t have much of a kids menu, and they’re not that global (Wikiswot). Creating new items isn’t always a make or break thing, but they could still try some new things out every once in awhile. The kids menu is pretty weak and limited 2 soft or crispy taco’s, but not allowed to have 1 of each, three ingredients to include one meat or guacamole, really? (Chipotle, 2013). They are kids, small people; it would not kill Chipotle’s bottom line to let the kids actually pick anything they want, limiting to three items (kids’ servings). Yes, they have a few places outside of the US (France, Germany & UK), but not many, they really could try to expand more to other places like around the Asian/eastern Asia countries (Wikipedia, 2013). Enough of the bad stuff and onto the strengths of Chipotle include low prices, loyal customers, financially strong/stable, they use “green” construction (Wikiswot). Their pricing is comfortable for just about everybody in every...
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