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Chipotle Value Pricing Strategy Analysis

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The value pricing strategy at Chipotle revolves heavily around the 'food with integrity' motto. Chipotle is able to command a pricing position that is higher than its fast food competitors because the consumers expect to pay more for high quality products. Chipotle puts effort into ensuring suppliers meet their rigorous standards and that is exactly what the health conscious customer wants. Everything from product packing and restaurant environment to marketing communication reinforces the superiority of Chipotle products.
Chipotle products are priced higher than comparable products from traditional fast food chains like McDonald's, but priced lower than direct competitors like Qdoba. For example, a Burrito or Bowl is priced $6.5 in Chipotle,

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