A Swot Analysis Of Chipotle's

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Compared to other competitors, there are some aspects in Chipotle’s competitive strength that equal or even higher than its rivals. However, “menu” seems to be its weakest aspect of all because of its limited choices. Taco Bell, Moe’s Southwest Grill and Qdoba Mexican Grill all have a variety of choices on their menu.
* Chipotle does have a net competitive advantage over its competitors for three following reasons:
Firstly, its ingredients are imported from high – quality farm and ranch that produce organically fresh products since Chipotle has always put its “Food With Integrity” mission first. Other competitors does not have this factor in their strategy.
Secondly, customers trust the quality of Chipotle’s food because the company use top …show more content…

Therefore, they could handle with unexpected situation in running short of organic ingredients in the future.
Chipotle should begin to construct its own farm and ranch in order to grow organic crops and raise animals that are not given any recombinant bovine growth hormone. As a result, they do not have to worry about the unavailability and the price volatility of organic raw materials in the future. Also, Chipotle can reduce its cost.
* Expansion
Chipotle should continue expand domestically and internationally its fast-casual restaurants in promising locations. Additionally, Chipotle should develop Shophouse Southeast Asia Kitchen’s menu and interior to attract more customers. expand the location. Consequently, their revenue and net income will increase gradually.
* Marketing
In stead of only relying on word – of – mouth technique, they should create more TV shows like “Scarecrow” and “Farmed and Dangerous” and held “cultivate festival” not only to build the relationship between customers and Chipotle but also to increase customer’s awareness of the brand and their “Food With Integrity”

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