Chipotle Case Essay

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Piero Principe Business Policy Prof. O’Neal Chipotle Denver-based Chipotle Mexican Grill, a fast-casual restaurant chain, opened its first store in 1993 with the idea that food served fast didn’t have to be a “fast-food” experience. Chipotle’s philosophy, food with integrity, is how the company defines its strategy for improving the food it buys, whether it’s better tasting, coming from better sources, better for the environment, better for the animals or better for the farmers who raise the animals and grow the produce. The company prides itself on high-quality raw ingredients, classic cooking method, distinctive interior design, and friendly people to take care of each customer. Chipotle's main challenge as a restaurant chain is to fight competition. Its main competitors include Qdoba Mexican Grill, Moe's Southwest Grill, Rubio's Fresh Mexican Grill, Ranchero’s Mexican Grill, and Baja Fresh. The company executives have identified ways to make the company stand out amongst the competition in different ways that they hope will enable the company to remain at the top and keep making profits as it has done since inception. One of the best ways is new innovations. This has been done by employing a new chef with vast experience to come up with new menus that will be tested in selected restaurants before the menu is adapted by all the restaurants. This is a gamble for the chain because it has had the same menu of burrito bowls, burritos, tacos, salads, various meats and extra dishes such as salsas, cheese, lettuce and guacamole which have been the restaurants signatures. The company has also been testing a children's' menu that is to be incorporated in all the restaurants to give the children a fun menu to enjoy thus attracting more families and children to its restaurants. Innovations have also included plans to open Asian fast casual restaurants to give a

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