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Week 3 Assignment 1: Identify Your Competitive Advantage


Chipotle Mexican Grill was a business idea that Steve Ells, founder and CEO, put into operation in 1993 in Denver, Colorado.   His idea was “to build a place where you could eat delicious food made of the finest ingredients quickly and affordably” (Chipotle.com).   Beginning in 1999 thru present date, Steve Ells adopted the practice of using naturally raised pork, chicken and beef, and only purchasing “from ranches that meet or exceed” their “naturally raised standards” (Chipotle.com).   This was just the beginning of Steve Ells’ dream to provide consumers with quality food at a reasonable price. Today, according to Huffingtonpost.com, “there are nearly 1,500 Chipotles in 44 states and four countries.”   In order for Chipotle to be competitive in a capital market system, where consumers are enabled to freely choose where they want to spend their money, Steve Ells and Chipotle must utilize their strengths and minimize its weaknesses.   Chipotles’ strengths are its focus on quality food sources and the practice of promoting personnel from within the company.   Its weaknesses include a limited menu and slightly higher prices.
To maximize their strengths of food quality and employee promotion from within, Chipotle must continue to spotlight these strengths.   They have developed a trusted brand that believes in all natural products and sustainability.   One way Chipotle has utilized this strength is thru their commitment to buy fresh produce from farms within 350 miles of the location that will be serving the produce, and “according to a recent online survey of 2,000 adults by market research firm Mintel, more than half (52%) of U.S. consumers say it’s important to buy local produce than organic options.   Chipotle is a leader when it comes to supporting local farms and more sustainable agriculture” (ir.chipotle.com).   This can be used to build value in their product
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