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What Are Chipotle Core Competencies

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Chipotle’s founder, co-CEO, and Chairman Steve Ells opened the restaurant Chipotle with a belief that “food served fast did not have to be low quality and that delicious food did not have to be expensive” (Thompson p.300). Since the opening of Chipotle Mexican Grill, the founder Steve Ells, has not looked back and has expanded Chipotle from a 1-unit operation in Denver into 1,458-unit operation in 43 states, the District of Columbia, Canada, the UK and France serving more than 900,000 customers a day. It comes as no surprise that a Wall Street analyst termed Chipotle Mexican Grill as “the perfect stock”, while another analyst stated that “Chipotle could well prove to be the next McDonald’s” (Thompson p.300). Chipotle has become one of the …show more content…

Chipotle’s strategy was to keep the menu simple and avoid selections such as coffee and desserts which would complicate the store operation and reduce productivity. Chipotle management has invested time to try, test, and to fine tune the menu items which has not changed over the years. Similarly, Chipotle has applied the same basic strategy of keeping the menu items limited and simple to the other ventures such as their two Shop House locations in Washington …show more content…

The dedication, devotion, time, and loyalty Chipotle takes to provide its customers with top quality nutritious ingredients every day is praiseworthy. Even though supply-demand has often occurred resulting into unavailability of locally grown products, Chipotle has managed and continues providing a dish filled with top quality nutritious ingredients. As a result, competitors have never taken a strong position or any initiatives in providing customers with the best quality. One of the other strength of Chipotle is that it not only offers speedy and convivial service but it also provides a lively, restaurant ambiance. Also, another strength of Chipotle is its focused menu with an option to customize as per the customers’ liking, requires minimal employee training, enhances cross-training, escalates productivity, and increases

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