Analysis of Strategic move by Chipotle

Business & Finance, Entrepreneurship & Small Business, New Business Enterprises
Cover of the book Analysis of Strategic move by Chipotle by Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch ISBN: 9783640931934
Publisher: GRIN Publishing Publication: June 6, 2011
Imprint: GRIN Publishing Language: English
Author: Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch
ISBN: 9783640931934
Publisher: GRIN Publishing
Publication: June 6, 2011
Imprint: GRIN Publishing
Language: English

Project Report from the year 2011 in the subject Business economics - Company formation, Business Plans, grade: B, Santa Clara University, language: English, abstract: Chipotle Mexican Grill, hereafter referred to as Chipotle, is a fast-casual restaurant that specializes in a limited menu mainly consisting of burritos, tacos and burrito bowls. Chipotle is known for its ability to offer products made from sustainable, organic ingredients, while remaining price competitive with other fast food chains. Chipotle refers to this differentiation as 'food with integrity' and it is the driving force that has propelled the company to where it is today. Since its foundation in 1993, Chipotle has been tremendously successful, growing into a corporation that is now worth roughly $8.5 billion (56). Chipotle's growth is a direct result of the quality of its products, the consistency of its service and the perceived differentiated value it has established in the minds of consumers. Chipotle stands apart from others in a highly concentrated industry because it does business differently in terms of its food, restaurants and advertising. While most fast food chains rely on advertisements that promote menu gimmicks, such as limited-time price reductions, new items, value menu offerings and more, Chipotle focuses on showcasing its quality ingredients. It also generates excitement for its food through a number promotional events and word of mouth. Strategic Move Even though the restaurant and bar industry is saturated, there are not many competitors that offer organic ingredients within the industry. To take advantage of the recent surge of consumers who demand healthier, organic food, Chipotle has decided to enter into the fast-casual Asian restaurant market with a new chain named ShopHouse Southeast Asian Kitchen, hereafter referred to as ShopHouse. Staying true to its position as a focused differentiator, Chipotle will operate ShopHouse under the same philosophy that has made it so successful, offering sustainable gourmet ingredients at reasonable prices.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Project Report from the year 2011 in the subject Business economics - Company formation, Business Plans, grade: B, Santa Clara University, language: English, abstract: Chipotle Mexican Grill, hereafter referred to as Chipotle, is a fast-casual restaurant that specializes in a limited menu mainly consisting of burritos, tacos and burrito bowls. Chipotle is known for its ability to offer products made from sustainable, organic ingredients, while remaining price competitive with other fast food chains. Chipotle refers to this differentiation as 'food with integrity' and it is the driving force that has propelled the company to where it is today. Since its foundation in 1993, Chipotle has been tremendously successful, growing into a corporation that is now worth roughly $8.5 billion (56). Chipotle's growth is a direct result of the quality of its products, the consistency of its service and the perceived differentiated value it has established in the minds of consumers. Chipotle stands apart from others in a highly concentrated industry because it does business differently in terms of its food, restaurants and advertising. While most fast food chains rely on advertisements that promote menu gimmicks, such as limited-time price reductions, new items, value menu offerings and more, Chipotle focuses on showcasing its quality ingredients. It also generates excitement for its food through a number promotional events and word of mouth. Strategic Move Even though the restaurant and bar industry is saturated, there are not many competitors that offer organic ingredients within the industry. To take advantage of the recent surge of consumers who demand healthier, organic food, Chipotle has decided to enter into the fast-casual Asian restaurant market with a new chain named ShopHouse Southeast Asian Kitchen, hereafter referred to as ShopHouse. Staying true to its position as a focused differentiator, Chipotle will operate ShopHouse under the same philosophy that has made it so successful, offering sustainable gourmet ingredients at reasonable prices.

More books from GRIN Publishing

Cover of the book Die Rolle Deutschlands in Afghanistan by Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch
Cover of the book Marketing channel strategy for consumer goods by Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch
Cover of the book The notion of global toleration and its contentious role for Rawls's 'Law of Peoples' by Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch
Cover of the book Can agriculture be sustainable in its present industrial and high tech form or must it 'return to the past'? by Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch
Cover of the book Financial System of Germany by Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch
Cover of the book Thomas Jefferson and Slavery - Was He Really an Opponent of the Institution? by Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch
Cover of the book Critique on statement: Customer in the disposable paper sector are still influenced by marketers by Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch
Cover of the book Teaching Terrorism by Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch
Cover of the book William Gibson's 'Neuromancer' and the relation between mind and body by Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch
Cover of the book Innovation and EU competition law - a trade-off? The next generation Broadband Network in Germany from a legal and economic perspective by Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch
Cover of the book Theology of TV by Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch
Cover of the book Customer Processes and their application to Mobile Devices by Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch
Cover of the book Humanitarian Logistics. The development of humanitarian logistics in disaster relief operations after the Indian Ocean Tsunami in 2004 by Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch
Cover of the book Placement Report: Website Design, Data Import and Support by Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch
Cover of the book Multiperspectival narration in Ian McEwan's 'Atonement' by Ernesto Paiz, Dave Anderson, Ryan Barone, Brian Bollinger, Kristina Calderon, Frank Lin, Mark Toguch
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy