Question 1: Does Chipotle Mexican Grill have any core competencies and‚ if so‚ what are they? After analyzing the case‚ I have came to a conclusion that Chipotle Mexican Grill has four core competencies that make the company more superior than its competitors: 1. Focused Menu The first core competency of Chipotle Mexican Grill is its focused menu‚ which offers a fairly limited dishes – burritos‚ burrito bowls‚ tacos‚ and salads‚ along with soft drinks‚ fruit drinks‚ and milk. Its customers‚ nevertheless
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Chipotle Mexican Grill 1 a) Do you think CMG ought to consider an advertising campaign? Why or why not? If so‚ what should be the focus of the ads? Celebrity endorsements‚ the humane treatment of animals in its beef‚ etc…? CMG should consider an advertising campaign in order to increase awareness about the Mexican food industry and about the CMG chain. There is a relatively small market for authentic Mexican food in the United States and CMG can increase this market by having a good marketing
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Chipotle Mexican Grill in 2012 Corporate strategy: Growth strategies: related diversification- opening new restaurants and starting with new concept of ShopHouse Southeast Asian Kitchen. Corporate strategic intent: Grow and Build Business strategy: Differentiation/ best cost: Chipotle Mexican Grill provides upscale products at fair price and give customers value for their money. Using organic produce and meat in the meals Chipotle creates the value for customers. Functional strategies: Human
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Chipotle’s History: 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
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Company Background Chipotle Mexican Grill was a concept turned reality by a gentleman by the name of Steve Ells. Chipotle Mexican Grill provides excellent Mexican cuisine driven by a concept of “Food with Integrity”. The first chipotle Mexican grill was opened in 1993 in Denver Colorado. By the end of 1995 there were three. In 1996 alone‚ Steve Ells opened five more Denver-area restaurants growing by a total of eight stores in three years. By 1998 Chipotle Mexican Grill was showing much
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Chipotle was established in 1993 with the idea to demonstrate that fast food does not have to come with the typical “fast-food” experience. Chipotle’s niche market prefers high quality ingredients that’s healthy‚ tastes good‚ and uses classic cooking methods with unique interior design. Chipotle has changed the fast food market and uses the short and sweet mission statement to “forever provide food with integrity”. The company’s vision statement is “to change the way people think about and eat
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Analysis In comparison to its biggest competitor‚ Taco Bell‚ Chipotle has the upper hand in terms of taste and quality. Its efforts in serving quality food through sustainable sourcing acts as a point of differentiation among its quick service peers. With its ‘food with integrity’ as its mission‚ it gained the approval of millennials by establishing itself as a fresher and healthier alternative. To integrate its mission into its operations‚ Chipotle has an efficient distribution network consisting of 22
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one restaurant. Today‚ I thought it would be a great idea to eat at Chipotle. The choice of food‚ customer service‚ and amount of locations justify why many would choose Chipotle as their go-to fast-food establishment. Chipotle serves nutritional Mexican dishes that cater to people with dietary needs. An individual picks out the food items that make up one’s meal. One can customize the meal to fit a certain lifestyle. “Chipotle offers a menu of burritos‚ tacos‚ burrito bowls (a burrito without the
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fast-casual Mexican food‚ Chipotle has played an important role in developing this category. Currently‚ Chipotle’s direct competitors include Taco Bell‚ Qdoba Mexican Grill‚ Moe’s Southwest Grill‚ so on. Their competition also includes a variety of locally owned and franchised restaurants. Many of Chipotle’s competitors have more financial resources‚ greater name recognition‚ or are better established in the markets in which their restaurants are located. However‚ Chipotle has their competitive strength
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Threats * Rising food costs * Rising employee expenses | Strengths * Reputation – Chipotle has a reputation among consumers for being an ethical‚ charitable‚ and healthy choice. Chipotle’s first ever TV advertisement sums this up perfectly. * Quality local food sources – Aside from providing healthy food‚ sourcing food locally cuts down on shipping expenses. Communities look forward to Chipotle establishing locations in their area‚ not only for the great taste‚ but also for the benefit
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