Chipotle Mexican Grill : Chipotle Essay

1490 Words 6 Pages
Chipotle Mexican Grill, otherwise known as Chipotle, is a popular Mexican restaurant in the United States. Known for their famous burritos, Chipotle uses organic foods and practices sustainable agriculture to provide their customers with the best tasting product. Chipotle offers “A few things, thousands of ways” (Hickey, 2013). It allows its customers to customize their meal to their liking allowing them to be able to order a completely different meal every time they come into the restaurant. Customers begin by choosing a burrito, a burrito bowl, a salad, or tacos. They then choose a selection of toppings to enhance their meal choice hence there are thousands of different meal combinations available (2013). Operating in the new category of dining, “fast-casual,” Chipotle provides food quality like full-service restaurants while being both a fast and convenient restaurant (Chipotle: About Us, 2014).
After opening his first storefront in Denver, Colorado in 1993, founder Steve Ells had no idea nor hopes that Chipotle would grow to become as large as it has become today (Satran, 2013). Now more than 20 years later, Chipotle operates more than 1600 stores in the United States and in four other countries including Germany, France, Great Britain, and Canada (2013). Chipotle started small and by 1997 had 14 locations by all of them were in the Denver, Colorado area (2013). In 1998 however, McDonald’s had invested in the company allowing Chipotle to expand even more and by 2005,…

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