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Analysis Of Chipotle Mexican Grill

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Chipotle Mexican Grill is currently the second-largest operator in the Mexican Restaurants industry, holding 12.2% of the market share and more than 1,700 restaurants in the United States (Alvarez, 2015). Chipotle is one of the first chains to use the fast-casual dining concept, combining higher quality ingredients with the speed and convenience of fast food, allowing Chipotle to differentiate itself among competitors within the food services segment. Chipotle has experienced rapid growth with the rise in healthier eating and the value conscious consumer. In the early 2000s, Chipotle started its "Food with Integrity" plan that includes serving 100% naturally raised chicken, pork and beef in their restaurants and highlights their use of organic

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