...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 fascinating element of Chipotle’s strategy that has allowed it to differentiate itself from rivals is that it never tried to compete directly against front-runners such as its previous owner, McDonald’s, nor expand too quickly. Under the effective leadership of Ells, Chipotle has grown at a sustainable...
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...distinctive interior design-features that are more frequently found in the world of fine dining.” However, aside from the normally long wait in lines, an order could be taken and served in only a couple minutes. Currently Chipotle operates more than 1,500 restaurants internationally. The following pages will present a balanced approach to the effectiveness of Chipotle’s strategy analyzing financial performance, customer satisfaction, employee/learning and growth, and internal process. Business Model Chipotle’s vision is to change the way people think about fast food. This is done by seeking the same quality and experience as a high end restaurant while maintaining the speed of fast food. Chipotle adopted the slogan, “Food with Integrity” which serves as their guiding objective for the ingredients. Our objective is to find the highest quality ingredients we can—ingredients that are grown or raised with respect for the environment, animals and people who grow or raise the food” (2012 Annual Report and Proxy Statment, 2012). Differentiation of Products and Services One way Chipotle maintains quality is with short line of products: burrito bowls, tacos, quesadillas, and salads. Each item can come with one of four meats or just vegetables. Each location serves soft drinks while some also serve beer and margaritas. There are no freezers, microwave ovens, or can openers at any location as the majority of the food is made on site. Chipotle ensures that all products served...
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...years, Chipotle has used PR to communicate their mission statement and company focus of telling their story about what their mission “Food with Integrity” means and is all about. By focusing their efforts on communicating this story they have increased brand recognition, value and have lead to increased financial performance. Company Overview Chipotle was founded in Denver, Colorado in 1993. Their goal from the beginning was to use high-quality raw ingredients, with classic cooking methods and a distinctive interior design and friendly staff. They wanted to step themselves apart from other fast food restaurants and competitors like McDonald’s, KFC, Taco Bell and Pizza Hut and ended up creating their own category called “fast-casual” (Phillips, 2010). According to the company website they have always had this statement of “Food with Integrity” but they didn’t promote it or explain what it was all about. In 2010, they addressed this by making it their mission statement and what they place value on. Food with Integrity means to know where all of their ingredients come from, be a flavorful as possible, understand the environmental and societal impact of their business and have a commitment to finding the very best ingredients raised with respect for the animals, the environment and the farmers. Problem The focus on the Food with Integrity message began in 2010 due to allegations from critics on questioning where they...
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...CONNECT FEATURES Interactive Applications Interactive Applications offer a variety of automatically graded exercises that require students to apply key concepts. Whether the assignment includes a click and drag, video case, or decision generator, these applications provide instant feedback and progress tracking for students and detailed results for the instructor. Case Exercises The Connect platform also includes author-developed case exercises for all 12 cases in this edition that require students to work through answers to assignment questions for each case. These exercises have multiple components and can include: calculating assorted financial ratios to assess a company’s financial performance and balance sheet strength, identifying a company’s strategy, doing five-forces and driving-forces analysis, doing a SWOT analysis, and recommending actions to improve company performance. The content of these case exercises is tailored to match the circumstances presented in each case, calling upon students to do whatever strategic thinking and strategic analysis is called for to arrive at a pragmatic, analysis-based action recommendation for improving company performance. eBook Connect Plus includes a media-rich eBook that allows you to share your notes with your students. Your students can insert and review their own notes, highlight the text, search for specific information, and interact with media resources. Using an eBook with Connect Plus gives your...
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