Preview

Chipotle

Powerful Essays
Open Document
Open Document
18208 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Chipotle
Prepared for:
Chipotle

Submitted By:

December 14, 2011 I. Introduction to Chipotle
Introduction
Chipotle Mexican Grill is a leading force in its commitment to buy food from sustainable sources that do not have a negative impact on its menu pricing. Besides leading the way in the fast casual dining experience, it also supports farming initiatives that develop and practice best standards. Chipotle is also active in its environmental commitment to working to reduce its carbon footprint by reducing its reliance on fossil fuels through the implementation of various environmental initiatives, including green building and depending on solar power energy. It is also well known for its philanthropic activities, including its support of FarmAid and its local communities. Ells’ philosophy is simple: “to eat real food – unprocessed, whole food that has been cooked in a classic way and sourced from real farmers, as opposed to large corporate farms” (Going green, 2010). This philosophy apparently appeals to Americans; Chipotle opened its 1,100th store in 2011 (Chipotle cultivates, 2011).
Chipotle History Founder Steve Ells first opened the doors to Chipotle Mexican Grill in 1993 in a former Dolly Madison ice cream location, near the University of Denver, in Denver, Colorado. Although he had no experience running a fast food restaurant, he had graduated from the Culinary Institute of America in 1990 and worked for two years as sous-chef under Jeremiah Tower at Stars, in San Francisco (Sheehan, 2010). While working in San Francisco, he became acquainted with the local burrito vendors, or taquerias, in the Mission District who sold flour tortillas stuffed with an assortment of fillings to create a giant burrito, wrapped in aluminum foil, a local favorite. He thought there was a market for this simple menu item, so he borrowed $85,000 from his father (structured as part loan and part equity investment) to open his first Chipotle, that served a limited menu


References: 2010 form 10-K, Chipotle Mexican Grill, Inc. United States Securities and Exchange Commission. Retrieved November 17, 2011 from http://www.sec.gov/Archives/edgar/data/1058090/000119312511039010/d10k.htm Adamy, J formula, Chipotle promotes service, costly natural ingredients. Wall Street Journal, November 23, 2007, B7. Adding Multimedia Chipotle Plans Major Solar Power Initiative. (2009). Bloomberg.com. Retrieved on November 6, 2011 from http://www.bloomberg.com/apps/news?pid=conewsstory&tkr=CMG%2FB:US&sid=aBDYgZAMPGlw Anderson, M Anonymous (2011). Chipotle mexican grill; Chipotle 's challenge: Wrap what you love Marketing Weekly News: 324.  Arndt, M. (2007). Chipotle: Fast food with ‘Integrity.’ Businessweek. Retrieved November 17, 2011 from http://www.bizjournals.com/sacramento/blog/cooking/2010/11/chipotle-to-serve-up-asian-eatery.html Bacon, David Basham, Mark. “Restaurants.” NetAdvantage. 2 Sept. 2010. Web. 10 Sept. 2010. Beaumont, S. 2010. Welcome back. Nation’s Restaurant News, 44(11): 25-27. Berta, D. 2009. Chain of command: Steve Ells. Nation’s Restaurant News, 43(41): 22-23. Berta, D. 2010. Training days. Nation’s Restaurant News, 44(14): 10-11. Bilsky, Carolyn. “Feasting on Fast-Casual. This Expanding Market Niche Attracts the Appetites of Consumers and Investors”. www.ccim.com February, 2007. http://www.ccim.com/cire-magazine/articles/feasting-fast-casual Bloomberg Bove, J. (2009). Chipotle Mexican Grill goes platinum. Display & Design Ideas, 21(10), 10. Brandau, M Buchthal, K. 2006. Blue-chip specials. Restaurants and Institutions, 116(13): 75-77. Cebrzynski, G. (2006). Chipotle, Wienerschnitzel, Culver 's change ad strategies. Nation 's Restaurant News, 40(27), 4-38. “Chipotle 2010 annual report” Chipotle creates foundation to support sustainable agriculture. (2011). Sustainable Business. Retrieved on November 15, 2011 from http://www.sustainablebusiness.com/index.cfm/go/news.display/id/22844 Chipotle Cultivate Foundation Chipotle Mexican Grill Plans Major Solar Power Initiative. (2009). Green Energy News. Retrieved on November 6, 2011 from http://www.green-energy-news.com/nwslnks/clips1009/oct09029.html Chipotle Mexican Grill SEC 2005 filing 18, 2011 from http://www.happynews.com/news/8272007/chipotle-teams-farm-aid-help-family-farmers.htm Chipotle to mount solar panels at 75 restaurants, Dell installs arrays at its HQ Cohen, A. 2008. Ode to a burrito. Fast Company, 124: 54-56. Cummings, B. 2008. Consumers are dining in more-at the supermarket. Brandweek, 49(19): 6-7. Curan, C. 2008. Still-growing chains bullish about prospects to gain market share. Nation’s Restaurant News, 42(26): 6-9. Doyle, A. 2011. The big apple has the right ingredients. Successful Meetings, 60(3): 24-27. Eastman, J. K, & Eastman, K. L. 2011. Perceptions of status consumption and the economy. Journal of Business and Economics Research, 9(7): 9-20. Ells, S. (2007). Fine fast food. Time. Retrieved on November 18, 2011 from http://www.time.com/time/specials/2007/article/0,28804,1663316_1684619_1663337-2,00.html Emelo, R Feltman, P. 2005. Companies reporting varied motives behind their recent charitable contributions Frumkin, P. 2010. Government at a glance. Nation’s Restaurant News, 44(6): 14-15. Garber, A. 2003. McD not smiling over non-burger sales report. Nation’s Restaurant News, 37(14): 1-3. Garber, A. 2003. Sandwich chains lighten up, promote lean, fresh and wholesome image. Nation’s Restaurant News, 37(30): 82-84. Garber, A. 2005. Fast-casual chains pick up the pace. Nation’s Restaurant News, 39(40): 57-60. Garber, A.  (2006). Smaller chains tap new growth, menu plans to gain edge in fast-casual scene. Nation 's Restaurant News, 40(15): 1-5.  Glazer, F. 2009. Consumers go out for bold flavors they can’t make at home. Nation’s Restaurant News, 43(45): 14-15. Glazer, F. 2009. During diet season diners seek healthful, value-oriented fare. Nation’s Restaurant News, 43(6): 16-17. Griffin, Marcia. “Critical Success Factors”. www. Smartcompany.com. September 2, 2008. http://www.smartcompany.com.au/high-heeled-success/critical-success-factors.html Hein, K.  (2006) Jacobsen, J. 2011. Foodservice channel making strides. Beverage Industry, 102(7): 32-35. Jargon, J. 2011. Ahead of the tape. The Wall Street Journal, April 21, 2011, C.1 Jennings, L Jennings, L. 2010. Burger boom. Nation’s Restaurant News, 44(7): 1-4. Jennings, L. (2010). Chipotle to open Asian fast-casual concept. Nation’s Restaurant News. Retrieved November 15, 2011. Johnson, J. D. 2001. Success in innovation implementation. Journal of Communication Management, 5(4): 341-361. Kaplan, D. A. 2011. Chipotle’s growth machine. Fortune, 164(5): 134. Krummert, B. 2001. A home on the free range. Restaurant Hospitality, 85(9): 15-17. Laskawy, T. (2010). Court rules rBGH-free milk is better than the kind produced with artificial hormones. Now what? Grist. Retrieved on November 18, 2011 from http://www.grist.org/article/food-2010-10-06-court-rules-on-rbgh-free-milk Lockyer, S Lockyer, S. E. 2008. Chipotle bucks all trends, analysts weigh in on future of industry star. Nation’s Restaurant News, 42(18): 13-14. MacArthur, K Marlow, M. L., & Shiers, A. F. 2011. Optimal weight, Regulation, 34(2): 10-16.
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Chipotle Mexican Grill Case Study
    • 706 Words
    • 3 Pages

    Chipotle Mexican Grill Case Study

    Throughout their success the company has altered their unique strategies to adjust to the demands of the customers, industry and stakeholders by providing innovative was to increase productivity, entering new markets with ShopHouse Southeast Asia Kitchen and establishing new restaurants in other countries. Not only was Chipotle establishing thriving externally, but also internally, as they focused on properly training staff, suppliers and upper management. Their management and operations for each site location had an average of 21 full and part-time employees that were cross-trained to handle all parts of the stations to insure quality and productivity; as Christian leaders must value employees, as God values us. God wants us to lead and also let others lead. Chipotle leadership is very much parallel with the Christian world view because their personnel is empowered to make decisions on a daily basis. For 2013 Chipotle forecasted more than 165 new location openings, which also creates more jobs for the economy. Chipotle is consistently developing new strategic ways, not only with their products but also internally within their organization, marketing, competition, and menu and food…

    • 706 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Chipotle vs Panera
    • 1784 Words
    • 8 Pages

    Chipotle vs Panera

    When Chipotle opened its first store in 1993, the idea was simple: demonstrate that food served fast didn 't have to be a "fast-food" experience (Chipotle.com, 2010). Chipotle uses high-quality raw ingredients, classic cooking methods and a distinctive interior design. In the past year, Chipotle reached an important milestone of serving 100% naturally raised chicken in all of its U.S. restaurants while increasing the quantity of naturally raised beef to more than 60%. During 2008, Chipotle increased its revenue by 22.7%.…

    • 1784 Words
    • 8 Pages
    Good Essays
    Read More
  • Powerful Essays

    Chipotle
    • 11002 Words
    • 45 Pages

    Chipotle

    The fast-casual restaurant industry was the pioneered by Steven Ellis, the CEO of Chipotle Mexican Grill. Now considered the leader in the fast casual industry, Chipotle Mexican Grill (CMG), first opened their doors in the spring of 1993 in heart of Denver, Colorado. Immediately Chipotle’s was a hit with the younger college crowd, and through word of mouth, CMG quickly became a staple for many residents near the college where the first restaurant opened. Since then, Chipotle has opened up 1230 stores in 46 states, including stores in Canada and recently London. Chipotle was built around the idea of simplicity, keep the menu simple and serve high quality, farm fresh, free range ingredients. “Food with Integrity” has been the corporate credo ever since.…

    • 11002 Words
    • 45 Pages
    Powerful Essays
    Read More
  • Good Essays

    Chipotle Mexican Grill
    • 441 Words
    • 2 Pages

    Chipotle Mexican Grill

    Chipotle Mexican Grill, aims to do a few things but do them exceptionally well. When Chipotle (pronounced chi-POAT-lay) opened its first store in 1993, the idea was simple: demonstrate that food served fast didn't have to be a "fast-food" experience. We use high-quality raw ingredients, classic cooking methods and distinctive interior design--features that are more frequently found in the world of fine dining. When we opened, there wasn't an industry category to describe what we were doing. Some 16 years and more than 900 restaurants later, we compete in a category of dining now called "fast-casual," the fastest growing segment of the restaurant industry, where customers expect food quality that's more in line with full-service restaurants, coupled with the speed and convenience of fast food.…

    • 441 Words
    • 2 Pages
    Good Essays
    Read More
  • Powerful Essays

    Comparison of the Jungle and Fast Food Nation
    • 1436 Words
    • 6 Pages

    Comparison of the Jungle and Fast Food Nation

    Schlosser, Eric. Fast Food Nation: The Dark Side of the All-American Meal. Boston: Houghton Mifflin, 2001. Print.…

    • 1436 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Chipotle Mexican Grill
    • 1653 Words
    • 7 Pages

    Chipotle Mexican Grill

    What Steven Ells began with a small taqueria in Denver, Colorado in 1993, one may not have foreseen this venture to become the fastest growing restaurant chain in the last decade. By 2006, Ells’ idea made its initial public offering with 535 restaurants throughout the world. Things were going tremendously well for CMG until late afternoon on October 18, 2012 when Ells finished receiving the company’s third quarter results. While data indicated an overall satisfactory outcome, it was the competition from Yum Brands’ Taco Bell and their recent launch of the Cantina Bell menu that would result in what seemed to be the onset of a major problem.…

    • 1653 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Better Essays

    Chipotle Mexican Grill Swot Analysis
    • 1654 Words
    • 7 Pages

    Chipotle Mexican Grill Swot Analysis

    When Steve Ells decided to create a restaurant concept that combined the quick-serve experience with exceptional quality food, he didn’t know it would be an instant hit (Thompson, Peteraf, Gamble, & Strickland III, 2015). He was looking for a way to use his culinary training and restaurant experience to elevate the fast-food concept. This transformed the way people thought about fast-food. His concept centered on a focused menu serving only high-quality, fresh ingredients using traditional cooking methods and made-to-order preparation in a restaurant interior that was aesthetically pleasing but still prepared in under 2-3 minutes. And Chipotle Mexican Grill was born! Within six years of being open, Chipotle Mexican Grill went public on the New York Stock Exchange, doubling its stock price the first day (Thompson et al., 2015). Year after year, Chipotle has been able to grow revenue from $3.2 billion to $4.1 billion ("CHIPOTLE MEXICAN GRILL INC (CMG:New York): Financial Statements - BusinessWeek," n.d.). See Exhibit 2 for Chipotle’s Financial Statement.…

    • 1654 Words
    • 7 Pages
    Better Essays
    Read More
  • Good Essays

    Chipotle Mexican Grill
    • 509 Words
    • 3 Pages

    Chipotle Mexican Grill

    Chipotle has differentiated itself by catering to customers concerned about sustainability and offering high-quality, made-to-order fresh Mexican fast food. According to Chipotle’s founder, Steve Ells, who studied at the Culinary Institute of America, Chipotle buys more antibiotic-free and vegetarian-fed meat than any other restaurant in the world. All of the food at Chipotle is made fresh daily by staff who have been taught culinary skills Ells learned from the culinary institute. In addition, Chipotle is committed to buying locally when possible and supporting family farms.…

    • 509 Words
    • 3 Pages
    Good Essays
    Read More
  • Best Essays

    Industry Analysis Chipotle
    • 1962 Words
    • 8 Pages

    Industry Analysis Chipotle

    The QSR industry is seeing growth due to the fact that today’s society is more strapped for time than ever. According to the American Sociological Review, “more than 50% of American families are dual earner household…multitasking allows parents to accomplish more within a limited amount of time” (Offer & Schneider, 2011). However, with both heads of the house working part-time or full time jobs people have less time to prepare meals and QSRs offer another way for these families to multitask and save time. In 2011 the QRS industry saw stock values beat the overall restaurant market. Bloomberg U.S. Quick-Service Restaurant Index, gained 13.5 percent while the full service restaurant index dropped by 1 percent (Wolf, 2012).…

    • 1962 Words
    • 8 Pages
    Best Essays
    Read More
  • Powerful Essays

    Chipotle Financial Analysis
    • 7240 Words
    • 29 Pages

    Chipotle Financial Analysis

    The company was founded in July of 1993 by current CEO Steve Ells. Mr. Ells graduated from Culinary Institute of America in Hyde Park, New York after which he spent two years as a line cook at Jeremiah Tower at Stars in San Francisco, California. Although Chipotle is a Delaware Corporation, the first Chipotle was founded in Denver, Colorado, in a former Madison Ice Cream Store near the University of Denver campus using a loan of $85,000 which he received from his…

    • 7240 Words
    • 29 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Chipotle Grill Ececutive Summary
    • 294 Words
    • 2 Pages

    Chipotle Grill Ececutive Summary

    Chipotle Mexican Grill is a chain of restaurants specializing in San Francisco burritos and tacos since it’s inception in 1993. Chipotle is known for chunky guacamole, large burritos, and assembly line production that provides high quality food served with the speed of fast food. Its “Food with Integrity” motto represents the pride it has in providing wholesome ingredients. The company presently uses 100% naturally raised chicken and pork, meaning the animals were raised in a humane way and never given antibiotics or hormones. Chipotle currently operates 862 restaurants in 33 states and plans to open 120-130 new restaurants in 2009 (Chipotle, 2009). A major challenge is finding new restaurant sites that will provide an adequate customer base and enable continued growth.…

    • 294 Words
    • 2 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Chipotle Competitive Asstment
    • 356 Words
    • 2 Pages

    Chipotle Competitive Asstment

    From the table of Competitive Strength Assessments of 4 restaurants, it can be seen that Chipotle Mexican Grill still has net competitive strength over Moe’s Southwest Grill (0.4) and Qdoba Mexican Grill (0.2). Only Taco Bell has the same overall competitive strength rating as Chipotle. Therefore, of 3 competitors, Taco Bell seems to have the strongest set of resource strengths and competitive capabilities and is most likely to achieve the best financial performance. It is recognized as of the best Mexican fast food chains in the United States of America with a specialized quick service approach. It had a total of 1,201 company-owned and 4,029 franchised restaurant locations in the United States, plus another 3 company-owned and 237 franchised international locations in 2012. Besides that, the change in the management and organizational structure trickled prosperity in Taco bell’s overall set up.…

    • 356 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Chipotle Swot Analysis
    • 2597 Words
    • 11 Pages

    Chipotle Swot Analysis

    Chipotle Mexican Grill was originally opened in 1993, in Denver, Colorado. By 1996, there were eight Chipotle serving the Denver area. Chipotle brings on outside investors in 1998, and by 1999 McDonald’s became Chipotle’s majority holder. The company went public in 2006 and listed under NYSE with symbol: CME. As of Dec 2011, the company operates 1,230 restaurants in the U.S., two in Toronto, Canada, and two in London, England. The founder and CEO, Steve Ells, started with a philosophy known as “Food With Integrity” in 2001. This philosophy encompasses the fact that Chipotle wants to offer food that is “sustainable sources – naturally raised meat – locally or organically grown – and fresh” (Chipotle Mexican Grill, 2009). Always aiming to improve the business, Chipotle has neglected the option to send its brand into the global competitive market due to potential risks involved.…

    • 2597 Words
    • 11 Pages
    Better Essays
    Read More
  • Good Essays

    Chipotle: Food with Integrity
    • 573 Words
    • 3 Pages

    Chipotle: Food with Integrity

    The strategy implemented by Chipotle is one that promotes their increasingly green “from Earth to table” supply chain. Chipotle serves “food with integrity” that is comprised of naturally raised beef, chicken, pork and organic vegetables. Their philosophy helps set them apart from competitors by creating a unique taste that is difficult to imitate. Another key part of Chipotle’s strategy is employee satisfaction. They believe that employee satisfaction will also lead to customer satisfaction. Chipotle emphasizes the importance of creating a unique customer experience to develop loyal customers and build their brand image.…

    • 573 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    How Does Eric Schlosser Use Ethos In Fast Food Nation
    • 532 Words
    • 3 Pages

    How Does Eric Schlosser Use Ethos In Fast Food Nation

    He begins the book by letting readers how much the average American person spends on fast food each year. He points out that that the society spends more money on fast food than higher education. Schlosser then continues the book by giving the history of fast food and gives short stories of several originators of fast food chains such as McDonald’s, Burger King, Taco Bell, Wendy’s, and Kentucky Fried Chicken. The biography of each “pioneer” of a fast food restaurant chain helps to add to Eric Schlosser’s logos appeal while adding interest to the story. The writer also uses an abundance of numerical data and facts to support his writing. For instance, when explaining the growth of fast food in society, Schlosser writes, “In 1970, Americans spent about $6 billion on fast food; in 2000, they spent more than $110 billion”(Schlosser, Eric. Fast Food Nation. New York: Houghton Mifflin, 2001.…

    • 532 Words
    • 3 Pages
    Good Essays
    Read More

Related Topics