Assignment 1: Identify Your Competitive Advantage

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Assignment 1: Identify Your Competitive Advantage BUS100 26OCT2013 During the course of this paper it is my intent to analyze the strength and weaknesses of Chipotle Mexican Grill in hopes of finding a way that the restaurant chain could boost profit and/or productivity. Chipotle Mexican Grill has many things going for them and against them since opening in 1993 (Wikipedia, 2013). To start with let’s talk about their weaknesses or things they could do better. They don’t seem to be very creative in making new products, they don’t have much of a kids menu, and they’re not that global (Wikiswot). Creating new items isn’t always a make or break thing, but they could still try some new things out every once in awhile. The kids menu is pretty weak and limited 2 soft or crispy taco’s, but not allowed to have 1 of each, three ingredients to include one meat or guacamole, really? (Chipotle, 2013). They are kids, small people; it would not kill Chipotle’s bottom line to let the kids actually pick anything they want, limiting to three items (kids’ servings). Yes, they have a few places outside of the US (France, Germany & UK), but not many, they really could try to expand more to other places like around the Asian/eastern Asia countries (Wikipedia, 2013). Enough of the bad stuff and onto the strengths of Chipotle include low prices, loyal customers, financially strong/stable, they use “green” construction (Wikiswot). Their pricing is comfortable for just about everybody in every class and that is part of the reason why they didn’t suffer a lot during the lowest parts of the recession (Wikipedia, 2013). The food is good, restaurants are pretty clean and price is not too high, which brings them a lot of repeat customers. The building supplies they use for their stores are cheaper, environmentally friendly and have an urban feel to

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