Executive Summary Of Chipotle

I - EXECUTIVE SUMMARY

When Chipotle opened its first branch couple years ago, its ideology was simple: shows the public that food served fast didn't have to be a called or seen as "fast-food". To make it looks and sounds different, its founder used high-quality raw ingredients, classic cooking methods, an impeccable restaurant interior design, and friendly employees to take care of customers. At the time Chipotle, was the only restaurant trying to change the way people see fast food. Twenty years after the first one was opened, chipotle owners and founders now own 1,500 restaurants. They compete in a category of dining now called "fast-casual,". Fast-casual, is defined as the fastest growing part of the restaurant industry. With fast casual, customers expect food quality that's in line with full-service restaurants, with the speed and

To be the best, they elevate raw ingredients into food that has more values, that is natural and sophisticated through their recipes and cooking techniques. Their goal has always been on using better ingredients and cooking strategy used in high-end restaurants to make great food accessible at reasonable prices. While using better quality ingredients, they also concentrate on where to obtain each ingredients. It is so important to them that; it has become a most important play of their effort to improve their food. The ingredients they use include everything naturally raised such as pork, beef and chicken. It also includes organically grown and sustainably grown produce. Chipotle dedication to use high quality ingredient has made it the fastest growing fast food restaurant in America since 1993. With their business strategy geared towards sustainable and durable material, its low advertising cost, it dedicated employees and customers Chipotle is set to rule the world of fast food and really revolutionize to way people