Chipotle Mexican Grill Essay

Chipotle Mexican Grill:
Steve Ells is the CO-CEO, founder, and Chairman of Chipotle Mexican Grill. Ells was born September 12, 1965, in Indiana, and Graduated from the University of Colorado at Boulder with a Bachelor degree in Art history. Chipotle Mexican Grill was founded July 13, 1993. The vision of Chipotle is to "demonstrate that food served fast didn't have to be a "fast-food" experience. We use high-quality raw ingredients, classic cooking methods and a distinctive interior design, and have friendly people to take care of each customer (Chipotle website, investors relations)." This shows that, Chipotle success comes from the use of classic cooking, distinctive food design, and fresh ingredients.
Furthermore, Chipotle brought back the Mexican food to the American customers so that can people experience with different food that is not typical of their culture. Moreover, "Today, the chain boasts more than 1,550 units and holds a market capitalization of nearly $16.7 billion...Chipotle is not only the undisputed leader in the growing fast-casual space, but also an increasingly emulated brand (Jennings, L)." This demonstrates that their competitive advantage is the highly quality food ingredients that their

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