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Chipotle Relative Cost

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Chipotle Relative Cost
Subject: Competitive Positioning and Relative Cost A nalysis of the F ast Food Industry
This memo discusses competitive positioning and relative cost that determine the fast food fast food industry includes companies who provide quick meals with limited-services through restaurants, drive-through stops, or takeout express (Exhibit 1a-e). Restaurants produce food from ingredients and semi-manufactured food; they sell each meal with a main dish, a beverage, and sometime an additional dessert. Customers, vary from individuals to families, always make payment before receiving their meals. In such a competitive industry, Chipotle Mexican Grill earns a great profit by placing itself apart from others. Chipotle, a popular fast food restaurant,
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