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Chipotle
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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. 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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. 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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.
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