Chipotle Case Study

5986 Words 24 Pages
Register to read the introduction… It has never been Chipotles intention to “put its stamp on a bunch of restaurants around the world”, but their vision as a company is to change the way people think about and eat fast food, which they feel the “other guys” are not focusing on, (Van Tan, n.d.). With this mindset, Chipotle believes there’s certainly room for them to build that position in other countries as it has been successful in the U.S., (Van Tan, n.d.). In the London market Chipotle followed the same model as in the United States about the brand and its grassroots marketing efforts to the streamlined menu to the assembly line operations, (Van Tan, n.d.). Chipotle executives’ views are that it doesn’t need to be any different going into Europe as it will all be the same. Chipotle is about simplicity, after all, (Van Tan, n.d.). From the start the London store focused on building management potential in its own employees. Management and personnel from the company travelled to London to open and train new Chipotle team members how to do things the Chipotle way, (Van Tan, n.d.). Chipotle strives to promote from within and with 80% of management staff coming from internal sources this is obvious, (Van Tan, n.d.). Developing their own people and moving them to manage other restaurants is how Chipotle continues to grow, (Van Tan, …show more content…
In Europe they do not necessarily view this as a difficult challenge based on the current European food culture, (Van Tan, n.d.).
In analyzing Chipotle’s possibility to expand to additional locations overseas, specifically, the Czech Republic, conducting a situational (SWOT) analysis gives an important insight into the business’s strengths and weaknesses and the external opportunities and threats in which Chipotle may encounter. These items will be discussed through the course of this paper.
Strengths:
* “Food with Integrity” philosophy has shown to be a great driving force for business as well as an innovative way to run a restaurant establishment (Chipotle Mexican Grill, 2015). * Company maintains ownership over all restaurants. * Restaurant design is uniform but still creative, every restaurant is designed of the same materials yet no two restaurants look alike, (Chipotle Mexican Grill, 2015). * Chipotle offers healthy dining choices (Chipotle Mexican Grill,

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