COMPETITOR ANALYSIS

Assessment 1: Contemporary trends/competitor analysis

Case Study: Chipotle Mexican Grill - Can it hit a Second Home Run?

Assessment 1: Contemporary trends/competitor analysis

Case Study: Chipotle Mexican Grill - Can it hit a Second Home Run?

Introduction to Company

One of the most renowned and famous food chains in the United States, Canada, United Kingdom, Germany and France known as Chipotle Mexican Grill was established and founded in the year 1993 by 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. But, later on the situation became entirely changed s McDonald's distraught its entire operations from Chipotle in the year 2006. The reason behind its devastation was that the food chain had grown to own over around five hundred spots. However, the name of Chipotle's is derived from a Mexican-Spanish term well known for dried and smoked jalapeño chili pepper. One of the interesting facts of Chipotle Mexican Grill is that all of their restaurants are owned by the company instead of making them franchised. As per statistics of CMG, around fourteen hundred and thirteen restaurants have been released since December 2012 in the different states of Canada and United States of America. However, Chipotle's has also expanded its operations to several countries of Europe such as United Kingdom, France, Germany, and etc. The founder of Chipotle's Mr. Steve Ells is still serving as the Chief Executive officer of the company with holding the 1.25 percent stake of the corporation. The following paper elucidates the company's marketing strategy.

Discussion

Company's Strategy

The Chipotle's business strategy is not very different from any other corporation or food chain's strategy as they believed and intended to increase the rate of their profits and revenues. On the same side, while having an increase in their financial profits the company also seeks for acceptance in the European countries as they consider it as a big and full of fortune market for their business (www.chipotle.com). That is why, in this regard the Chipotle's top level managers and planners are focusing at their best to serve the European in the best possible manner they can. Moreover, the company came up with a European food menu for satisfying their European customers.

Pros and Cons

As far as pros are concerned, Chipotle's has made a unique existence in the world of fast food in terms of becoming more of a customer oriented food chain rather than focusing more on what they can offer to their customers. So, they rely more on the customer's feedback and amend their business strategies according to their needs. Moreover, they are offering and inspiring their customers with their high quality and as per order made food to their customer which also reveals one of the core factors of their success. All of these factors contribute a lot in the favor of Chipotle's business growth.

However, as far as cons are concerned, as Chipotle's core competency includes providing the high quality food ingredients in their meals and ...