Chipotle Mexican Grill, Inc.
I. EXECUTIVE 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.
Chipotle has historically operated on miniscule advertising budgets, but will take a more aggressive stance in the near future. Mark Crumpacker was appointed the company’s first Chief Marketing Officer this past year, and promises to bring new energy and a fresh perspective to enhance Chipotle’s marketing posture.
An evaluation of the company’s internal strengths, weaknesses as well as external opportunities and threats served as the foundation for this strategic analysis and marketing plan. The plan focuses on Chipotle’s growth strategy and suggests ways in which it can build on existing customer relations by increasing the quality of their dining experience. The company will also aggressively seek to develop new markets in order to sustain growth and strengthen shareholder value over time.
U7A1 Marketing plan section 1 - Executive Summary
The Chipotle Mexican Grill Website, – Annual Report 2008. (2009, June 5)”...