Chipotle Mexican Grill Sondra Simpson Analysis

Then in 1998, McDonalds invested $360 million into Chipotle, allowing it to expand rapidly. The Chipotle Mexican Grill experience is an introduction to fast food 2.0, a new version of chain eateries that focus on quick, fresh, and hip food for us young people. Focusing on fresh ingredients, Chipotle’s ingredients are organic and their meat is not contaminated with chemicals, unlike most other fast food chains. When I step up to the counter, I notice a refrigerator filled with drinks. With a full liquor license, Chipotle also

Victor Estrada Daniel Hernandez Elias Garcia Raul Cruz NaTasha Pickens 04/23/2015 Executive Summary - Chipotle Chipotle was founded on July 13, 1993 in Colorado by Steve Ells, with the corporate office is located in Denver, CO. It was created with the simple idea of showing customers that food served fast didn’t have to be a “fast-food experience. Our mission is “To change the way people think about and eat fast food.” Chipotle uses high-quality raw ingredients, classic cooking techniques, and distinctive interior design, we have combined the features of the fast food world to the realm of fine dining.

The industrial food chain unveils the scary but accurate truths to some of the foods found in our local grocery store. For example, Pollan trails the process of turning cattle in a feedlot to the meals found on our dinner tables. He finds many imperfections in the system--the health problems resulting from feeding the cattle grain and not grass, the overwhelming use of chemicals and antibiotics in crops and animals, and the disgusting and cluttered environments of feedlots and industrialized farms. Section two focuses on organic, or rather, the ambiguous definition of organic foods. Pollan explores the manipulations of labels and advertisements, claiming that their foods are “organic”.

Chipotle started off as a small restaurant chain and gained popularity over time and know is a very big successful restaurant chain. There are Chipotles in almost every state in the US. Chipotle is a place that most people like. Chipotle was made in 1993 where the founder made 107 burritos a day. Chipotle's popularity is growing even today because it is still becoming more and more popular.

“Today in the United States, by the simple acts of feeding ourselves, we are unwittingly participating in the largest experiment ever conducted on human beings.” Jeremy Seifert certainly knows how to get viewers’ attention, as exemplified by the film blurb describing his 2013 documentary, GMO OMG. The frightening depiction of the food industry is one of many efforts to expose consumers of the twenty-first century to the powerful organizations that profit from national ignorance and lack of critical inquiry and involvement. Seifert effectively harnesses the elements of rhetoric throughout his phenomenal argument against remaining complacent about the food industry’s act of withholding of information about genetically modified organisms from



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

The three essays assigned this week had several common threads running through them. The strongest core theme is the rapid change in the food cycle in America and the vast changes that have taken place in the way by which we grow, produce, and process the food that average Americans eat. The food we eat now is drastically different from what our grandparents grew up eating and the three essays each examine that in a different way. Another theme is the loss of knowledge by the average consumer about where their food comes from, what it is composed of, and what, if any, danger it might pose to them. “Monsanto’s Harvest of Fear” by Donald L. Barlett and James B. Steele is a harsh look at the realities of food production in a country where large corporations, like Monsanto, have been allowed to exploit laws and loopholes to bend farmers and consumers to their

In the novel The Omnivore's Dilemma, author Micheal Pollan talks extensively about corn. He discusses the ecological, economical, and biological effects it has on humans and our environments. Most often, he brings up the shocking statistic that twenty-five percent of all supermarket items contain corn. Pollan steers away from taking a stance on this, but the strong voice in his writing shows the reader how he feels about corn's prevalence. He, rather obviously, thinks of it as a problem.

The problem of industrial farming is dangerous to the land to our health because there are children who are getting sick from the food they eat. America should be concerned about food production because they don't know what’s in it and that could be dangerous for the children and everyone else. In the article “When A Crop Is King” by “Michael Pollan” argues that how our food is made out of corn and it’s unhealthy for us.

Chipotle does have some core competencies. They have five to be exact. The first one is serving a focused menu of burritos, tacos, burrito bowls, and salads. The second one is using high-quality raw ingredients and classic cooking methods to create great-tasting, reasonably price dishes that were ready to be served to customers minutes after they were ordered. The third one is creating an operationally efficient restaurant with an aesthetically pleasing and distinctive interior setting.

Some critics say that Chipotle is just phase, and it will pass over soon, but there has been stores before Chipotle became popular. Over the last year, Chipotle has became a popular topic on news and websites due to e coli reports, many people believe it was caused by tomatoes, and lettuce. E Coli comes meat and dairy products, but exposure to these products can bring ecoli to other foods such as vegetables which they found. There has been several reports causing sickness in several states across

I just want to figure out what is so great about these two places, and figure out how they are the same, and how they are different. There are many people in the world that are in love with Chipotle. They even have there own chipotle rewards card because they go there so much. So, lately I visited Chipotle, and I tried out all of their signature food that people are always raving about.

In order to spread awareness they launched an initiative to change the way people think about what they eat. At the same time they were able to build on their “Food with Integrity” vision. Also, in 2011 they had the “Cultivate a Better Worlds” campaign which aimed to tell consumers why Chipotles sources sustainable foods. They also created a Cultivate Foundation which focuses on providing farmers with sustainable resources to farmers while encouraging regenerative agriculture practices

Abstract Chipotle Mexican Grill is a well-known company that deals with fast food and has made significant and distinctive progress compared to other companies in the fast food industry. The company not only prepares food in front of customers but also makes sure that food is made with integrity. The integrity is enhanced by finding, evaluating, and choosing the right ingredients, which are from animals, farmers, and the environment (chipotle.com). These are the principles that serve to direct and guide the organization and help position it as a leader in the industry.

With its mission statement of “Food with Integrity” Chipotle has seen success over the last decade. But with the increase of raw material input increasing, Competitors using pricing strategy to compete for its market share and the economic Chipotle is facing some though decision on if it should continue with its “Food with Integrity” which it can ill afford in these difficult times. In this paper, we will try address ways in which Chipotle can reposition its efforts to focus more on this unique offering without affecting their “Food with Integrity” Concept. By doing so, we believe that it can capture the important and growing segment of customers who are the health-conscious, organic-friendly consumer.