Chipotle Mexican Grill Mission Statement

1222 Words5 Pages

Chipotle Mexican Grill was started out of Denver, Colorado in 1993. At that time the vision of the CEO Steve Ellis was to “show that food served fast didn’t have to be a typical fast food experience. Chipotle’s emphasis on fresh food and ingredients has sparked an evolution in restaurants. The mission statement is simply “Food with Integrity”. Chipotle also has an expanded mission to make “better food accessible to everyone”. According to the brand’s website, the Chipotle brand is the largest distributer of fresh food, made simple, from great ingredients. Chipotle’s three key operating costs can be broken down into the categories: labor, food, and other. Each Chipotle’s interior layout is designed differently and each is decorated …show more content…

The demographic of Chipotle’s target market is 18 to 34-year-olds with a Bachelor’s degree or higher. Non-Hispanic Whites, who prefer healthier food gravitate towards the brand and their products. The target audience is upper middle class members, with an average income of $75,000-$99,000 if it is a one-person household and $100,000 to $149,000 for households with more than one adult. The psychographics of that audience are people with a higher level of education and the mass affluent segment of …show more content…

The brand has also begun running television ads and animated ads that slam their competitors. The company released short films showcasing their push to use healthy, fresh ingredients. The brand is making an effort to get back to their roots. The push began in 2011 with a video entitled “Back to the Start” and “The Scarecrow”. The commercials battle the brand’s competitors that are fast food chains such as, McDonald’s, Burger King, and Hardees. The specific market that Chipotle has cornered is quick Mexican dishes, so Qdoba, and Moe’s are more directly in competition with the brand. Unlike its counterparts the brand doesn’t offer the exact same menu, but the cafeteria style eating and limited menu items are similar. Chipotle has a few hidden perks for its customers and staff. There is a legendary burrito coin that allows those that wield it to have a free burrito every day. The brand is also released their guacamole recipe to the public. Chipotle also has a “Farm Team” rewards program that allows people to win free food, t-shirts, and future orders through an invitation code that is only offered to an exclusive few customers. The brand even offered an exclusive endless burrito card to Russel Wilson for winning the Super

More about Chipotle Mexican Grill Mission Statement

Open Document