Chipotle Mexican Grill is based out of Denver, CO and was founded on July 13, 1993 by CEO Steve Ells. Chipotle is currently rapidly growing and have a focus on quality ingredients. The company is part of the large fast food market and offers differentiated products in comparison to the typical Mexican fast food cuisine. Chipotle is listed on the New York Stock Exchange as CMG and had a stock price of $679.76 as of April 14. Chipotle’s current slogan is Food With Integrity and is what the company really strives to achieve (Chipotle).
Business Level Strategy:
Chipotle is focusing on a differentiation strategy for their business. The strategy has allowed them to take the fast food industry by storm, becoming popular with the millennial generation. “Relatively new players …show more content…
Their strategy is working for them and looks like it will only grow in the future.
Support of Business Level Strategy:
Chipotle is currently making a big scene in the fast food market. “Chipotle, which offers quick service while providing customizable and higher-quality food, has been the best performing fast food restaurant in terms of sales” (Alvarez). This says a lot about how Chipotle’s strategy is working for them. They have taken what current customers demand, which is customizable products with better quality, and turned it into a strength. They offer up Mexican inspired dishes and customers customize their menu choice with their choice of premium meats, beans, cheeses, salsas, and other toppings. Chipotle’s slogan of Food with Integrity really speaks to their quality products. Chipotle defines their food with integrity with, “Food With Integrity is Chipotle's commitment to changing traditional "fast food" culture by serving customers the very best ingredients, all raised with respect for the animals, the environment and the farmers” (FWI Facts). Another differentiation strategy at Chipotle uses organic meat in their products. Something that other fast food chains do not have,
Business Level Strategy:
Chipotle is focusing on a differentiation strategy for their business. The strategy has allowed them to take the fast food industry by storm, becoming popular with the millennial generation. “Relatively new players …show more content…
Their strategy is working for them and looks like it will only grow in the future.
Support of Business Level Strategy:
Chipotle is currently making a big scene in the fast food market. “Chipotle, which offers quick service while providing customizable and higher-quality food, has been the best performing fast food restaurant in terms of sales” (Alvarez). This says a lot about how Chipotle’s strategy is working for them. They have taken what current customers demand, which is customizable products with better quality, and turned it into a strength. They offer up Mexican inspired dishes and customers customize their menu choice with their choice of premium meats, beans, cheeses, salsas, and other toppings. Chipotle’s slogan of Food with Integrity really speaks to their quality products. Chipotle defines their food with integrity with, “Food With Integrity is Chipotle's commitment to changing traditional "fast food" culture by serving customers the very best ingredients, all raised with respect for the animals, the environment and the farmers” (FWI Facts). Another differentiation strategy at Chipotle uses organic meat in their products. Something that other fast food chains do not have,