Chipotle Mexican Grill Essay

Chipotle Mexican Grill (CMG) was founded in 1993 by one of the visionary called Steven Ells. The vision was not born in his heart in one night, but rather he had planned to work in the restaurant while he was in college. Before he owned his first small restaurant called “taco shop” in Denver, he was hired and worked for two years as sous chef in one of the restaurant which is located in San Francisco. His goal was to reinvent Mexican food all over the country and feed healthy organic foods to the community. Hence he was determined person his dream has changed to real in a very short period of time. In 2012 there are about 1316 Chipotle restaurants all over the United States, Canada and United Kingdom. Even though there are few competitors tried to beat by decreasing the price check, Chipotle still resist them with its strong mission called “Food Integrity.” Hence Chipotle categorized under fast casual segment, customers satisfied with their fast and convince service beside to their healthy ingredient fresh foods. Chipotle also earned high return due to its lower running costs compared to the full service restaurants. However, Ells is a smart CEO who read many business articles and books to improve their meal test and customer services. For instance, he takes and
The company has many networks with different suppliers for each and every ingredient. It helps the company to have many customers even though their selling price is higher than their compotators. When we come to the marketing strategy, Chipotle Mexican Grill is shifting from traditional promotion to word of mouth publicity. As a result the company minimizes its advertizing cost by using different loyalty programs like “farm team.” Another unique strategy of CMG is investing their money to other related business sectors like farming and solar panel