Chipotle Case Study Essay
History of Chipotle Steve Ells is the founder and CEO of Chipotle. Steve is a trained chef and opened his first Chipotle store in 1993 at a former Dolly Madison ice cream store in Denver, Colorado. His goal was to serve high quality, delicious food quickly and in a “fast-casual” setting (Ells).
As Chipotle began to grow and expand, Steve took the initiative to learn about the way most of the food in the US is produced and processed. He was quite disturbed when he discovered that pigs were raised in confinement, produce was grown on factory farms with very little respect for the environment and dairy cows were confined and injected with hormones (Ells). This experience prompted Steve to meet with ranchers and …show more content…
For those who enjoy eating healthy and knowing your choices are fresh and made from no hormones added, enjoys eating at Chipotle (Elliot). The service is fast and friendly and the atmosphere is trendy. While Mexican food is the specialty, Chipotle has also introduced an Asian concept called ShopHouse Southeast Asian Kitchen in Washington D.C., a new part of its business (Elliot). ShopHouse Southeast Asian Kitchen offers the same assembly line method, consists of Asian toppings, like organic tofu, Chinese broccoli, grilled chicken stay and eggplant served over rice or noodles (Elliot).
While Chipotle serves fresh, organic foods and take pride in moving as much as 300 customers an hour in its better stores, there are still the competitors