CHIPOTLE MEXICAN GRILL ANALYSIS 1
Case Assignment
Chipotle Mexican Grill Analysis
Jasmine Z. Milner
Touro University
CHIPOTLE MEXICAN GRILL ANALYSIS 2
CaseAssignment
In the world of fast-casual dining, Chipotle Mexican Grill is one of the leading
competitors in the realm of Mexican cuisine. The company has been in operation since 1993 and
now over 20 years and 2000 restaurants later, they are continuing to, “demonstrate that food
served fast doesn’t have to be a “fast–food” experience,” (Chipotle Mexican Grill, Inc., 2010).
Company founder, Steve Ells, wanted to open a restaurant that he could be proud of. He wanted
to emphasize that food was prepared with fresh and ethically sourced ingredients from farms,
ranches and suppliers that the company had great partnerships with and shared the same vision.
Although the company has endured a very public and financial battle due to a food-borne illness
outbreak in late 2015, their vision and mission has remained the same and with the refocusing
initiatives that were put in place to remedy the effects of the outbreak, they are regaining the trust
of the consumers and returning to the top of the list in the fast-casual dining world.
Focusing on similar restaurant chains that offer a similar menu and concept, Chipotle’s
strengths keep the company leading the pack. Chipotles has many locations in the United States
and in Canada, which it generates the majority of its revenue, and has expanded to Europe,
holding a few locations in Germany, France and the U.K. The company’s visibility makes it easy
for the ever-increasing rate of consumers who enjoy the fast-casual concept, to frequent one the
locations, (Chipotle Mexican Grill, Inc, 2015). They have locations all over the U.S. market,
making them extremely visible and accessible. Fresh Mexican rival, Qdoba, has a limited
geographical presence compared to Chipotle, (Qdoba Restaurant Corporation, 2016). This in one
area where Chipotle Mexican Grill Inc is excelling in. Although, they are one of the biggest
competitors, Qdoba Mexican Eats is a franchise. Jack-in-the-Box is the parent company. This
makes it hard for the chain to increase its presence, being a franchise. Jack—in-the-Box is huge
CHIPOTLE MEXICAN GRILL ANALYSIS 3
corporation, which has its perks in terms of food and product supply and distribution, (Qdoba
Restaurant Corporation).
One of the slogans of the company is, food with integrity. The company has prided itself
on creating a menu that features food without added colors, flavors, un-natural preservatives,
hormones, nontherapeutic antibiotics, and as of 2013, without GMOs(Chipotle Mexican Grill,
Inc., 2010). This is definitely a strength. As the years go by, there is an increasing awareness
among the general public about social responsibility and corporate governance. Consumers are
more concerned with purchasing goods and services from companies that model their business
objectives, mission and goals with social causes. Qdoba focuses on offering an array of items
and options that are healthy and taste delicious. This is a part of their mission, (Qdoba Restaurant
Corporation.)
