Swot Analysis Chipotle Mexican Grill

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Chipotle Mexican Grill is a chain of restaurants specializing in burritos and tacos. The word “chipotle” comes from the Nahuatl word “chilpoctli” and means “smoked chili”. Inventing fast casual dining and use of organic ingredients distinguished Chipotle from other fast-food chains. Chipotle is the dream and creation of Steve Ells, who graduated from the Culinary Institute of America in 1993. Steve had been inspired by the popular tacos and burritos he discovered in San Francisco's Mission District while working there for chef Jeremiah Tower, and after securing an $85,000 loan from his father, he opened the first Chipotle in a former ice cream shop near the University of Denver campus. Steve’s vision of “food served fast doesn’t have to be low quality and delicious food doesn’t have to be expensive” is also the foundation on which Chipotle is based. This visionary thinking has led to Chipotle accomplishing great things, from growing from a single restaurant to over 1,800 in just 22 years, to serving more organic, naturally-raised foods than any other restaurant company.…show more content…
Therefore, Chipotle is seeking better food from using ingredients that are not only fresh, but that are sustainably grown and responsibly raised with respect for the animals, the land, and the farmers who produce the food. Today, Chipotle continues to offer a focused menu of burritos, tacos, burrito bowls (a burrito without the tortilla) and salads made from fresh, high-quality raw ingredients, prepared using classic cooking methods. True to the tradition of French cooking, Chipotle insists on fresh products—not canned, frozen or

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