Chipotle's Case Study

Superior Essays
The tides are shifting on food purchases, as consumers steer away from GMOs and toward “clean” food. The shift is also reflected in one of our most popular American activities: eating out, whether at a fast-food drive-through, a chain restaurant, or an exclusive fine dining venue. A preference for GMO-free restaurants is one of the top ten food trends for 2016, according to Technomic. Restaurants nationwide are picking up on the trend. Following Chipotle’s bold decision in 2013 to disclose GMO ingredients, other eateries are aiming to do as well or better. The Organic Coup in Pleasanton, California recently became the nation’s first certified organic fast food restaurant. Washington, DC-based Sweetgreen, which serves fresh, locally sourced …show more content…
In the mood for Mexican? Will it be Taco Bell or Sharky’s Woodfired Mexican Grill (mostly in Southern California), for a dinner of organic quinoa and greens salads to mesquite-grilled tofu to Non-GMO Project verified corn tortillas? It’s up to you—and as more consumers make the latter choice, they’re learning first-hand through taste and peace of mind (an aid to good digestion) that food choices make a significant difference in their lives.

Local food sourcing, non-GMO commitment

Birchwood Cafe is a good example of the trend. The 3,600 square-foot restaurant nestled next to the Mississippi River in the heart of Minneapolis, was a popular mom-and-pop grocery store when Tracy Singleton purchased it in 1995. Reborn as a café serving organic and non-GMO entrees for breakfast, lunch and dinner seven days a week, Birchwood stands apart for its sourcing of quality food. Eggs, meats, cheeses and most of the fruits, veggies and grains are sourced from organic farms in Minnesota and Wisconsin, and one in Iowa.

“We’ve been unwavering in our sourcing,” Tracy said. “Either the chef or I have been to visit each grower, and if we don’t have a direct relationship, we used certified organic or verified non-GMO whenever
…show more content…
In 2011-2012, she became involved in Right to Know Minnesota after watching the defeat of California’s Prop 37. Last year she testified before the state House Commerce Committee as a small business owner. “I had Birchwood’s granola product verified by the Non-GMO Project, and I asked the committee, ‘Why should I have to pay to prove that my product doesn’t have GMOs, which is what my buyers want?’ ”

Right to Know MN is strongly involved in the federal labeling issue, encouraging consumers to speak up against the DARK Act. Last fall, she traveled to D.C. with a group of organic farmers, lobbying senators prior to the Senate Agriculture Committee’s hearing on biotech foods.

Birchwood Cafe’s 58 employees (expanding to 70 in summer) serve tasty concoctions derived from seasonal produce. Birchwood’s chefs add herbs from the kitchen garden out back to Haddock à orange, Green Curry Rice, Savory Waffles, or freshly baked goods and locally brewed beers.

“People are willing to pay for food they can trust,” Tracy said. “We let them know exactly what they’re eating, and avoiding GMOs is primary. Lots of customers have changed their purchasing habits after eating at our

Related Documents

  • Improved Essays

    Chick-Fil-A Case Study

    • 556 Words
    • 3 Pages

    CFA’s customers are typically more affluent, active and health conscious. While most fast food clients are usually teens, and children, CFA is reaching out to those who wish to have a fast food meal, and experience quality restaurant service. These customers are more likely to have white-collar jobs, and are expected to have a more active lifestyle. CFA is very aware of their target demographic and has come up with a successful way to get their attention. CFA has chosen to avoid typical fast food locations for its restaurants and chooses to operate in Suburban malls and neighborhoods.…

    • 556 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    Walking into the supermarket there is a variety of choices. Those choices presented include organic food and regular or GMO food. Budgeted consumers typically choose the least expensive products, while ‘health conscious’ consumers lean towards organic products. After writing a rhetorical analysis on the film Fed Up, there were questions that came to mind. One in particular was: What are the differences between GMO foods versus organic foods and why do health conscious shoppers steer clear of GMO products?…

    • 955 Words
    • 4 Pages
    Improved Essays
  • Decent Essays

    Locavore Research Paper

    • 447 Words
    • 2 Pages

    Locavores: Necessary or Bonkers? The latest, and arguably most ridiculous, food trend includes going back to our roots and eating local, healthy, fresh food. As much as suburbanites hate to admit it, we aren’t acclimated to “roughing it”, and a batch of fresh (brown?!) eggs from the farmer’s market is as close as we get to it.…

    • 447 Words
    • 2 Pages
    Decent Essays
  • Improved Essays

    Six apricots; two ripe mangoes; one cup of reduced-fat milk; one-fourth teaspoon of vanilla extract; eight ice cubes; and a hint of lemon peel twists. Put these all together, mix and match them in a bowl, and then crush the ice cubes by hand then into a blender. As complicated and misconstrued as recipes for uber-healthy organic foods may be, as suggested by this “Apricot-Mango Madness” smoothie, in a similar way, academia and the media have presented an even more complex philosophy of healthy eating across the country. For the past couple of decades, American society has strived to achieve a more healthy and fit lifestyle that includes organic, fresh, and local produce to avoid the risks linked with eating processed foods. Yet, despite increased…

    • 1220 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    On top of pathos, she inserts the use of ethos to fabricate her authority and credibility within her argument by revealing her previous works. Since she has been writing about GM foods for over twenty years, it increases her authority. In conclusion, Mathers successfully exploits the rhetorical elements in a way to persuade her audience to act against GMOs in an effort to require them to be regulated and labeled in the United…

    • 1894 Words
    • 8 Pages
    Improved Essays
  • Improved Essays

    GMO’s: What are they? Why so much controversy over labeling? For some, the term GMOs rings a bell immediately, but for others you’re probably asking yourself what are GMOs?…

    • 706 Words
    • 3 Pages
    Improved Essays
  • Superior Essays

    Shawn Upadhyaya Medling Financial Accounting 101A 11 November 2016 Steve Ells, Chipotle and Chips, Please! Founded in 1993, Chipotle sought out to create a health conscious casual fast food place and it has been a successful pioneer in that field, given its full history of the company. Taking advantage of the fact that burgers are on the decline amongst consumers and burritos are on the incline, as of the recent decades, Chipotle has been rapidly taking the business of America 's traditional fast food companies and despite a few costly mistakes when it comes to food contamination it has been named the King of Restaurant Chains having over two thousand locations world wide. In this essay we will be taking a look at Chipotle 's history as a…

    • 1120 Words
    • 5 Pages
    Superior Essays
  • Improved Essays

    Strolling through Stop and Shop, customers always seem to lay their eyes on the organic aisle for a split second, and think "What really labels this aisle as organic? Why would I ever want to be healthy?" Some, nonetheless, walk through the aisle, picking up these overpriced products that claim to allegedly be free of artificial flavors and genetically modified chemicals; products that claim to be unlike those found in the other ten aisles of the supermarket. The article "What are you Buying When You Buy Organic," by Steven Shapin depicts the corporate food industry, specifically Earthbound Farms and how the discussion of organic produce is more of a profitable matter, than what matters most, the health of an individual. Organic food is dictionary…

    • 834 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    In “What Are You Buying When You Buy Organic?” by Steven Shapin, Shapin discusses the current trend of people who are migrating to eating organic food only but also moves to dismiss any false connotations of what it truly means to be eating organic products. Shapin brings up the popular assumption that farms that claim to produce organic products are imagined to be a small family-owned business. That was not the case, as evidenced by Shapin’s article, where he pointed out that one of the biggest organic food producers, Earthbound Farm, went from a two-and-a-half-acre farm into a combined 26 thousand acres farming space. In addition, Earthbound Farm has production plants in different parts of the country which conjures up images of a large cooperate operation. (429) To keep up with the world…

    • 617 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    Would you eat a purple tomato if it was sold with no mention of its genetic makeup showing on its label, except that it is “natural?” Many of our products on the supermarket shelves such as cereals, bread, frozen pastries, soups and canned foods are all contaminated with genetically modified organisms, (GMO). For years, scientists have manipulated the DNA of plant and animal food to make them taste better, to increase growth production or to make them resistant to insect damage. The Food and Drug Administration, (FDA), states that GMO food has been through the same regulation as traditional food methods. However, they claim to be “safe and natural,” but people are still unclear about what exactly is “safe and natural” about it.…

    • 1045 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    She discusses why the unlabeled food shouldn’t be forced on unsuspecting consumers. She describes genetically modified products as carrying antibiotic resistant genes. Also there is no law requiring genetically modified food to be labeled. She lists unknown allergies and the right for people to know as her main concerns. She concludes with concerns for the long-term effects of GM plants breeding with native…

    • 725 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    Farm Boy Case Analysis

    • 294 Words
    • 2 Pages

    Current analysis of Farm Boy reveals the considerations facing the company in providing direction to future marketing decisions. In their microenvironment, Farm Boy faces a high-level of reliance on their produce suppliers. Anticipation of environmental disasters like floods or droughts may impact FB’s margins or force higher prices; however, FB’s efforts to consistently maintain strong relations with their local suppliers may mitigate the effects of this. Furthermore, a positive public perception of FB is critical to uphold, and validates continuous efforts to create an unmatched customer experience with their brand. In addition, factors facing FB in their macroenvironment include a shift in the size of Canadian households, more working mothers, and urban migration indicating the need for larger food retailers in urban areas.…

    • 294 Words
    • 2 Pages
    Improved Essays
  • Improved Essays

    Attention Gretter: For the past 20 years, GMO’s have been increasingly introduced on our diet. According to Nonprojectgmo, more than 80% of food we find in supermarkets is GMO’s. But what is GMO? It’s food that has been Genetically Modified and cannot be found in nature. That is, processed foods, fruits and vegetables grown with pesticides, and bioengineered food.…

    • 1522 Words
    • 7 Pages
    Improved Essays
  • Improved Essays

    After the discovery of DNA by the Austrian monk, Gergel Mendel, crossbreeding between the same organisms has been practiced for a long period. The long duration that crossbreeding takes to get the favorable trait encourages scientists to discover a new, and faster method of introducing DNA to an organism. Scientists use the technique called genetic engineering which helps in transferring genes to the targeted organism to get the advantageous characteristics. Genetically modified foods are foods that are manufactured from genetically engineered organisms. In USA, more than 60% of processed foods and vegetables are genetically modified.…

    • 931 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Food Inc Summary Essay

    • 467 Words
    • 2 Pages

    Food Inc. reveals the truth about our food and how we must fight a corrupt system in order to get something as basic and clean, healthy, and honest food. It is unfortunate that animals, growers, and even buyers, must all suffer at the hands of these companies just so that they can fill their pockets. It will take a long time before there will be organic and humane food sold in our supermarkets, but if customers demand better quality, then they shall receive better…

    • 467 Words
    • 2 Pages
    Improved Essays