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Control Mechanisms: Use and Reaction at Chipotle Mexican Grill

Control Mechanisms: Use and Reaction at Chipotle Mexican Grill Control is essential for any company to ensure their business plan is being executed efficiently to achieve its corporate goals. Part of the organization's planning includes which control mechanism best suits the business' core competency. This paper will study how Chipotle Mexican Grill utilizes Control Mechanisms and the reactions from employees and customers and to what degree Chipotle can monitor and control execution of its business plan, will determine the long-term viability of the company’s very existence. Leadership
Vision
Steve Ells, chef and founder of Chipotle is an inspired leader with a strong desire only to serve delicious and healthy ‘Food with Integrity.’ Integrity in the Chipotle vernacular means a strong commitment to small farmers by serving only naturally raised animals and organically grown vegetables.
Culture
Chipotle believes their crew members are just as important as their food for sustained success. Crew members are trained, rewarded, recognized and often promoted to leadership positions within the company.
“Combined with our efforts to build a culture of top performing restaurant managers and crew, we believe that pursuing our vision to change the way the world thinks about and eats fast food will continue to strengthen our brand with customers over time," said Chipotle Founder, Chairman and CEO Steve Ells. (Science Letter, 2008, 3281)

Organization Structure
Differentiation
Anderson, D., Baron, R., Bollinger, B., Franklin, K. C., Toguchi, M., & Paiz, E. (2011, June 6) found "It is of great importance that Chipotle maintains access to high-quality, natural ingredients if it decides to expand into new markets. These ingredients not only make the food taste better, but they are also a major unique selling point that Chipotle holds over competitors." Natural foods will not only keep the customers coming back but will increase the word of mouth advertising for more potential customers in the future.

Integration Chipotle has partnered with its farmers because to date it hasn’t acquired any of its suppliers. To have a greater advantage over the competition restaurants acquire their suppliers so that the competition cannot come in and use the same supplier. Planning Strategic
According to "Chipotle: About Us " (2014), " The focus has always been on using higher-quality ingredients and cooking techniques to make great food accessible to all people at reasonable prices. But our vision has evolved. While using a variety of fresh ingredients remains the foundation of our menu, we believe "fresh is not enough, anymore." Now we want to know the sources for all of our ingredients so that we can be sure they are as flavorful as possible while we are mindful of the environmental and societal impact of our business.” (para. 3). Therefore, Chipotle the company expects its customers to have a full service restaurant experience. The goal to have a full service restaurant drives everything that the business does in regards to quality of the product.

Tactical
The "Chipotle: About Us " (2014) to execute this strategy the management team uses the overall strategic goals to make the customer experience the same each and every time. Each restaurant is designed with the overall goal of quality in mind. The unique dining experience ensures that the management team and associates.
Operational
The operations management of chipotle is simple. Teach each other via word of mouth and share information across lines. Sharing information across lines allows the quality of the product to be taught hands on versus learning in a non-practical manner. This method prevents the business model from being copied directly as Chipotle does not have an Operational manual (Business Insider, 2014).

Control Mechanisms
Bureaucratic
The organic standards explain the specific requirements that must be coherent with the United States Department of Agriculture (USDA) accredited certification prior to products being labeled USDA organic (National Organic Program, 2014). Organically produced products must promote biodiversity and using approved products. The National Organic Program (NOP) develops the laws that regulate the creation, production, handling, labeling, trade, and enforcement of all USDA organic products (National Organic Program, 2014). Essentially, synthetic substances are forbidden unless permission is given; while non-synthetic substances are allowed unless specifically barred (National Organic Program, 2014). Chipotle Mexican Grill has a responsibility to "Food with Integrity." This is a commitment to finding the best ingredients, raised with respect for the animals, the environment, and the farmers (Food with Integrity, 2014). Chipotle believes that ingredients and animals produced with care to create great tasting and healthy foods. Chipotle Mexican Grill supports farmers who respect their crops and animals. Chipotle prides itself on using meats that come from animals raised without synthetic hormones or antibiotics (Food with Integrity, 2014). Consequently, once the consumer consumes it, he or she can enjoy great tasting food knowing that it was organic and healthy for consumption. In short, good quality products create satisfied, healthy clients; thus, increasing the ability to have a high profit and multiple opportunities to keep incentives for its employees.
Market
Marketing Control is the use of the control of prices, competition, profit centers, and exchange relationships (Snell, 2011). Suppliers in the fast-food industry have low bargaining power because most of the larger fast-food chains such as McDonald’s and Yum! Brands, Inc. get their ingredients from a number of various suppliers. These companies have dominance over their relationship with suppliers. For instance, Chipotle has set specific standards for raw materials and ingredients and will only deal with a select few quality suppliers. However, the company has been trying to increase the number of suppliers to mitigate price volatility and shortages of supply (ISBISWorld, 2010). The scope of competitive rivalry for Chipotle is in the domestic Mexican fast-food segment. Other players in the quick-service non-Mexican category include international chains as McDonald's, Yum! Brands, Wendy's and Burger King. Direct competitors include Qdoba Mexican Grill, Taco Bell, El Pollo Loco and Baja Fresh (Yahoo Finance, 2010). These are mainly privately-held companies. For a business to stay competitive they must continuously seek to differentiate themselves from their rivals in order to attract and retain customers.

Clan Clan control occurs when a company influences its employees through a system of shared values and beliefs. Chipolte employees receive promotions based on upholding the companies core values. One of these promotion is called "Restaurateurs." The companies CEO handpicked these employees for upholding Chipotles core values. The CEO, Monty Moran, describes this in an article for Food Weekly News. "The people culture we have created - a culture that recognizes and empowers top performers so they can have greater impact on our business - is one of the primary ways we are changing the way people think about and eat fast food," said Moran. (Food Weekly News, 2011) Chipotle encourages and controls employee behavior through systems such as "Restaurateurs."

Conclusion

In conclusion, Chipotle is one of the greatest fast casual restaurants in the 20th century. Its management operations and its and leadership is a testament as to how a company with excellent management can make the difference between success and failure.

References

Anderson D., Barone R., Bollinger B., Calderon, K., Lin, Frank, Toguchi, M., Paiz E. (2011), Analysis of Strategic move by Chipotle, Munich, GRIN Publishing GmbH, Retrieved from: http://www.grin.com/en/e-book/173070/analysis-of-strategic-move-by-chipotle

Chipotle Mexican Grill, inc.; chipotle mexican grill, inc. comments on third quarter trends. (2008). Science Letter, 3281. Retrieved from: http://search.proquest.com/docview/209022319?accountid=458
Chipotle mexican grill; chipotle names 200th restaurateur. (2011). Food Weekly News,, 30. Retrieved from http://search.proquest.com/docview/862713238?accountid=458
Food with Integrity. (2014). Chipotle Mexican Grill retrieved from: http://www.chipotle.com/en-us/fwi/fwi.aspx
Chipotle: About Us. (2014). Retrieved from http://www.chipotle.com/en-us/company/about_us.aspx Business Insider. (2014). There Are Two Popular Secret Menu. Retrieved from http://www.businessinsider.com/popular-secret-menu-items-chipotle-hq-2013-2

IBISWorld (2010). Fast-food restaurant in the US. Retrieved from the California State University, Long Beach Retrieved from: http://www.ibisworld.com.mcc1.library.csulb.edu/industryus/default.aspx?indid=166

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