Intro/Background
http://www.bloomberg.com/graphics/2015-chipotle-oral-history/
Chipotle Mexican Grill was founded by Steve Ells in 1993. The concept of the restaurant was inspired by the foil wrapped mission-style burritos Steve ate while working in San Francisco, California. When he proposed the idea to his friends and family, they were not too supportive about it. His dad’s response was “So you have six years of pretty expensive schooling here, and it's going to be burritos and tacos? Are you serious?”. However, after trying the burrito at one of Steve’s dinner parties the family and friends were on board with the idea. Steve Ells opened the first restaurant in Denver, Colorado with monetary help from friends and family. Steve’s dream was …show more content…
There are several people who a reluctant to trying new things and specially food. For example, Chipotle Mexican Grill is having very little success in London; due to the fact that people are still not familiar with the “gourmet burritos and tacos”. However, it is not the first time Chipotle will have to target an audience that is unwilling to try their products. When they opened their first store in Denver, people did not know what to order, Steve Elles states that when customers would walk out he would chase them down saying “No, no, no, I'll buy you a burrito. Just try it.”
Targeting and encouraging people to try innovative food in different countries is more complex than offering a free burrito. Chipotle Mexican Grill has realized although their non-traditional marketing strategy has worked in United States they have to invest more in advertising internationally. Something else that stands out from Chipotle Mexican Grill is that unlike many fast food restaurants they do not franchise. However, it could be beneficial for Chipotle Mexican Grill to change that and start franchising in foreign countries in order to grow …show more content…
A clear example of this is ShopHouse Southeast Asian Kitchen. The term “ShopHouse” is an iconic architectural structure in Southeast Asia housing the owner's residence upstairs and a bustling shop downstairs that opens onto the street. ShopHouse Southeast Asian Kitchen reflects Chipotle Mexican Grill’s idea that fast food does not served in in typical fast food setting. In other words, you can gain an experience and enjoy high quality food in an efficient and convenient way. ShopHouse Southeast Asian Kitchen showcases the culture of Thailand, Vietnam, Malaysia, and Singapore. Although the ShopHouse has not experienced the same rapid growth as Chipotle, the restaurant has 14 locations in three states and the District of
http://www.bloomberg.com/graphics/2015-chipotle-oral-history/
Chipotle Mexican Grill was founded by Steve Ells in 1993. The concept of the restaurant was inspired by the foil wrapped mission-style burritos Steve ate while working in San Francisco, California. When he proposed the idea to his friends and family, they were not too supportive about it. His dad’s response was “So you have six years of pretty expensive schooling here, and it's going to be burritos and tacos? Are you serious?”. However, after trying the burrito at one of Steve’s dinner parties the family and friends were on board with the idea. Steve Ells opened the first restaurant in Denver, Colorado with monetary help from friends and family. Steve’s dream was …show more content…
There are several people who a reluctant to trying new things and specially food. For example, Chipotle Mexican Grill is having very little success in London; due to the fact that people are still not familiar with the “gourmet burritos and tacos”. However, it is not the first time Chipotle will have to target an audience that is unwilling to try their products. When they opened their first store in Denver, people did not know what to order, Steve Elles states that when customers would walk out he would chase them down saying “No, no, no, I'll buy you a burrito. Just try it.”
Targeting and encouraging people to try innovative food in different countries is more complex than offering a free burrito. Chipotle Mexican Grill has realized although their non-traditional marketing strategy has worked in United States they have to invest more in advertising internationally. Something else that stands out from Chipotle Mexican Grill is that unlike many fast food restaurants they do not franchise. However, it could be beneficial for Chipotle Mexican Grill to change that and start franchising in foreign countries in order to grow …show more content…
A clear example of this is ShopHouse Southeast Asian Kitchen. The term “ShopHouse” is an iconic architectural structure in Southeast Asia housing the owner's residence upstairs and a bustling shop downstairs that opens onto the street. ShopHouse Southeast Asian Kitchen reflects Chipotle Mexican Grill’s idea that fast food does not served in in typical fast food setting. In other words, you can gain an experience and enjoy high quality food in an efficient and convenient way. ShopHouse Southeast Asian Kitchen showcases the culture of Thailand, Vietnam, Malaysia, and Singapore. Although the ShopHouse has not experienced the same rapid growth as Chipotle, the restaurant has 14 locations in three states and the District of