Chipotle Mexican Grill

370 Words2 Pages
Over its 17 year history, Chipotle has grown incredibly quickly. As Chipotle expanded its business over the years, it has tried to position itself as the ‘ultimate fast-casual restaurant’—an alternative to traditional fast food. Doing so has yielded tremendous success, despite a fairly conservative marketing and advertising budget. The reason for this success has been Chipotle’s ability to properly identify and target multiple segments of the population. Chipotle offers tasty Mexican-style food for those customers who disdain McDonald’s, yet at a price that is low enough to capture many price-sensitive customers. Furthermore, by promoting a minimalist, tradition-bucking, efficient yet friendly image, it has successfully captured the loyalty of young, busy people such as college students looking for a cheap bite. However, Chipotle is more than simply the image of a mouth-watering burrito and with a three-word tagline. For over a decade, it has focused on sourcing its products in an environmentally sustainable way, ensuring that its poultry and meat products come from natural and organic sources, providing a fair wage to its employees and suppliers, and even going so far as to testify before Congress as an advocate for the prohibition of antibiotics in meat production. Unfortunately, most of Chipotle’s customers are unaware of its efforts at social impact. There are infrequent current customers, who would care about the socially responsible agenda of the restaurant, but who see Chipotle as nothing more than a big burrito for a low price. Because of supply chain restriction and the limited availability of properly sourced foods, Chipotle has been forced to gradually progress towards its food sourcing objectives. As of 2010, Chipotle has made enough headway to make sustainable and healthy food sourcing a priority in their marketing strategy. In this paper, we

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