Essay Chipotle Marketing Plan

5986 Words Oct 7th, 2015 24 Pages
Written Assignment –Chipotle Marketing Plan

International Marketing-BUS 403
February 11, 2015

Introduction: |
Chipotle first opened in Denver in 1993 with a simple idea behind it, “food served fast didn’t have to be “fast-food” experience”, (Chipotle Mexican Grill, 2015). Prior to CEO Steve Ellis opening the restaurant chain, he himself was a chef. Since its creation, Chipotle has become a phenomenon in the restaurant industry and has experienced tremendous growth since it went public in 2006 with over 1,600 restaurants in Canada, United Kingdom, Germany, and France, with the majority located in the United States (Chipotle Mexican Grill, 2015).
. The company focus is on using high-quality raw ingredients, (Chipotle Mexican
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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, 2015). * Strong customer loyalty * Minimal Marketing expenses (Chipotle Mexican Grill, 2015)
Weaknesses:
* Does not have a large international presence (Chipotle, 2015) * Feels that marketing can be done the same way internationally as in the U.S. (Chipotle, 2015) * Expanding into a market with diversified tastes
Opportunities:
* Environmentally friendly global trend * Global trend in all natural food

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