Competitive Advantage - Chipotle Mexican Grill

Competitive Advantage - Chipotle Mexican Grill

Introduction to Company

Chipotle Mexican Grill is one the famous and renowned food chains with its vast network located in the United States of America, Canada, United Kingdom, France and Germany. The company was founded in the year 1993 under the head of Steve Ells. Chipotle was responsible for holding total of sixteen food chains until the world famous food chain McDonald's became Chipotle's major sponsor in the year 1998. However, in the year 2006, McDonald's withdrew its operative mergers with Chipotle in the year 2006 (www.chipotle.com). Chipotle later was able to grow and expand its chain to over 500 locations around the world. The term Chipotle has been derived from a Mexican and Spanish term that is known for its dried and smoked jalapeno and chili peppers. One of the amazing facts behind the success of Chipotle is that the company is known for making its own outlets instead of getting them franchised to other owners (www.ohiodominican.edu). As per statistics of CMG, around fourteen hundred and thirteen restaurants have been released since December 2012.

SWOT Analysis

After considering the location, operations and outcomes of the Chipotle Mexican Grill, a SWOT analysis has been executed which will identify the company's Strengths, Weaknesses, Opportunities and Threats.

Strengths

When considering the strengths of Chipotle's business processes, it has been identified that Chipotle operates in a lucrative business arena where customers love the ambience of the restaurant, they prefer quality food, and want quick services in which Chipotle excels. Also, the food market is a very profitable business platform and shall make good revenues for Chipotle if it continues to provide best services to its visitors.

Weaknesses

As far as Chipotle's weaknesses are concerned, there is no as such weakness found except of one that is; their online ...