Chipotle matches a young peoples life style. In our research we found that while some young people enjoy cooking they find they just don’t have the time to prepare something all that healthy. This is where they turn to something quick and easy without compromising on quality. We found in our findings that half the participants eat out more than five times a week. One of our participants eats out to chipotle 3 times a week! 1. It is clear that Gen X and Millennials have established Chipotle as part of their pop culture. With videos out there like “Chipotle is my life” as mentioned by one of participants which went viral it is clear that when young people are getting hungry chipotle isn’t far from their mind. Sometimes when things go viral or …show more content…
However our participants didn’t feel this way about chipotle as one mentioned “it is not overrated because the food is good” 2. Young people today are looking for a quick and easy meal but demand the quality be up to par. This is why they are drawn to Chipotle over other fast-food competitors. When asked what came to mind when they heard the word Chipotle one person mentioned “fresh” I think this is valuable because it show past advertising has worked amongst the age group we were trying to enhance. By a show of hand we discussed dating habits and it was very clear young people are eating out a lot. They’re going to pay for something they feel has the quality they want. What one of our participants loved most about chipotle was getting to control what went in to her burrito vs being forced to select from a pre set menu. 3. In order to keep young people loyal they need to show them more customer appreciation. We found that not many people have the ordering chipotle app downloaded. For a generation that is constantly connected to the internet and social media Chipotle is missing out on this component. When asked if chipotles app also had away for them to earn rewards they all agreed they would be more likely to download
My high school graduation, state championship banquet, and late night food runs throughout high school were all catered by Chipotle. I’ve been involved in so many delightful conversations and learned so much about my friends and family over a hearty meal from this restaurant. The service is amazing, the atmosphere is great, but the food is what brings everyone together. All the food Chipotle offers mixes together perfectly and you can always finish your meal off with their queso. I cannot think of one time that queso was not smothered all over my burrito bowl since they started serving it.
A. INTRODUCTION Chipotle Mexican Grill is a fast growing restaurant chain in the fast-casual dining industry. Fast-casual dining is currently the smallest segment of the restaurant industry with only holding 4% of the market (Hitt, Ireland, & Hoskisson, 2015). However, it is the quickest growing segment and Chipotle has managed to successfully capitalize on that growth. Since its founding in 1993 and going public in 2006, Chipotle has managed to hold onto a steady customer base and make profits due to their goal of offering inexpensive quick food without compromising on their high-quality sustainable ingredients.
It creates a culture where the employees can grow and be whatever they want to be. For the organizational climate, the company focuses on the quality of their work and they each have high standards for food quality, customer service, food safety, and store cleanliness. Also, Chipotle not only wants to make sure each person is bettering themselves but also
Chipotle’s primary consumers are millennials (aged between 23 and 36). According to the United States Census Bureau, Millennials account for more than a quarter of the nation's population. Millennials are ethnically diverse, technologically competent, with values rooted in authenticity, wellness, and environmental responsibility. Technical competency and familiarity make digital purchase functionality a vital tool in appealing, retaining and growing a consumer base within this market. Millennials have been shifting away from calorie counting and moving towards a focus on real, clean organic foods.
Since the mission of Chipotle was always to provide a new generation of fast food, prepared of high quality ingredients with the most personalized way and within a great distinct environment, maybe more suitable to meet their criteria, ( in a less traditioned way of the “casual dining” of US. The adjustments will have to be made accordingly in order not only to have the correspondence wanted at profit margins but also in order to be satisfied for this
SMOKY CHIPOTLE SALSA (Salsa con Chipotle) Chipotle chile peppers are smoked jalapeños. They look very different from the green peppers you know and love because the jalapeños are red and ripe before being turned into delicious chipotle peppers. You can find them dried or canned in adobo sauce. These peppers are characterized as “medium” in heat, but when you use as many as I do in this recipe, they can get a bit spicy.
Chipotle is one of the restaurants that I would always go when I am having a hard time making a decision of restaurant because the menu is simple and the food is ready for the customers already. Though there is always a huge waiting line in Chipotle, but the line moves pretty fast. The employees are well trained and very efficient, so the customers do not need to wait for a long time when they are ordering their food. I have noticed that sometimes people includes me do not know what kind of food they or I should get, so I highly suggest them to ask the employees because they are good at giving suggestions. The reason why I believe that is because I have done it, and the ending turn out pretty good.
Another opportunity available to Chipotle is to make its company more diverse. The board has all white mostly male members. By diversifying the board, this could lead to a broader view of how to get the company back on track and to help rebuild the trust of the company after the outbreaks of viruses from their
Great summary and you are bringing up a key point that is a culture. With rapid globalization, it is relatively easy for anyone to experience other culture food or other items like appeal etc. However for a long-term success, it is necessary for Chipotle to identify strategic options and evaluate the business and cultural environment against home country. The analysis will help identify the need and adjust any factors that need to be considered to be competitiveness against local and foreign establishments. The Chipotle strategy options should include testing of the environment, if the foreign market is compatible with the home market.
Compared Chipotle’s competitive advantages to its competitors in the same industry including Taco Bell, Moe Southwest Grill and Qdoba Mexican Grill, we can see that while there are some competitive advantages are equal and even higher than its rivals’, there are still some competitive advantages are lower such as dealers network * Chipotle does have a net competitive advantage. Firstly, they have a focus menu, along with classic cooking technique, which enhances the taste of the food. Secondly, Chipotle establishes a reputation for using organically high – quality ingredients, which attracts customers because of its consciousness for healthy lifestyle. In addition, Chipotle is famous for its quick and hospitable service.
Case Analysis 3 Chick-Fil-A Summarize current strategy Chick-fil-A has advantages over chipotle. For one it is more like fast food including a pick-up window where chipotle you must go in to order. On top of this Chick-fil-A is a higher quality food than many other fast food restaurants. At a business-level strategy include advertising and marketing to help increase brand recall. At a corporate-level strategy includes established brand in U.S., sponsorship to numerous sports events, and successful advertising campaign- ‘Eat morchickin’.
For CEO, Steven Ells, the different components of Chipotle’s business-level strategy are key to the company’s overall success and profitability. In order to be successful in the fast causal, restaurant industry, Chipotle uses a differentiation strategy. According to Strategic Management, this is a “generic business strategy that seeks to create higher value for customers than the value that competitors create, by delivering products to services with unique features while keeping the firm’s cost structure at the same or similar levels” (Rothaermel 167). With this, Chipotle serves unique meals created using high-quality raw ingredients. Its commitment to serve “food with integrity” has changed the way people think about and eat fast food.
Chipotle is in the fast casual industry where competition is extremely intense since there are so many different dining options. An industry like fast casual restaurants has a very high growth rate therefore there is not just one company that has the market cornered. What sets the restaurants apart is not cost but product differentiation; they position themselves in the market with their slogan of Food with Integrity. Since restaurants in the fast casual industry are priced fairly in the same range Chipotle uses different product features to set themselves apart from the others (parature.com). The first value driver in Chipotle’s differentiation strategy is the product quality; they utilize local farmers who are conscience of the environment.
This provides a valuable tool for molding the kind of success-orientated culture at Chipotle. Instead of wasting time and resources while recruiting new members, they save time, capital, and resources by rewarding and promoting from within. This leads to maximization of profit, reduction of turnover, and improved employee satisfaction and performance through retained knowledge, skills, and experience of long-term employees. The net effect of these communication and management methodologies is to ensure that services offered to customers are of the highest possible quality. For example, 84% of the customers spend less than five minutes waiting to be served.
Introduction The restaurant industry in the United States had annual sales of $ 631.8 billion and employs 12.9 million people in 2012. Even in times of recession there is little evidence that this industry has seen a decline especially in its fast food and quick service segment. But with a depressed economy with no immediate upward trend in the near future, majority of the customers indicated that they would either curtail their spending on eating or best maintain its current level which is certainly going to affect the future of many restaurants in the industry. Chipotle is part of the fast casual segment of the U.S industry with over 1,600 restaurants.