Chipotle Mexican Grill In South Africa
MGMT 2425: Research Project Jocelyn Leidenfrost, Sam Little, Myles Libby, and Shane Hanson
Chipotle Mexican Grill
Company Overview and History of Development – Steve Ells wanted to create a restaurant that mirrored popular taquerias in San Francisco. Ells’ dream came to life in Denver, Colorado in the year 1993. Chipotle Mexican Grill was started as a restaurant that promotes a philosophy of fast food with integrity. Mexican food items like gourmet burritos, tacos, and quesadillas are served quickly and conveniently in a timely fashion. At Chipotle, every customer is guaranteed a unique experience as they are able to watch the creation of their meal. Customers have responded favorably with respect to all of Chipotle’s business techniques, as is evident by the company’s success in the previous years. What started out as a small corner burrito shop has since turned into a restaurant phenomenon. Chipotle’s achievements early on attracted the attention of many, including a world famous investor. McDonald’s started investing in Chipotle in February of 1998, and supported them financially for seven years.1 This financial backing enabled Chipotle to expand nationally and become large enough to offer stock. In 2006, Chipotle and McDonald’s went their separate ways in order to focus more on each company’s core activities. Currently Chipotle operates 956 restaurants in 35 states in the United States, the District of Columbia, and Canada.2 The company is expected to open up between 120 and 130 new restaurants in the upcoming year. Clearly, the history of Chipotle’s business demonstrates a success rare in the fast casual food business. (Appendix A)
(Investor Relations, Chipotle Mexican Grill) Ibid.
One strong factor of Chipotle’s business model is its use of only range free pork, beef, and poultry. Range free is also known as naturally raised cows, pigs, and chickens. This model of serving only high quality food...