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Running Head: INDIVIDUAL CASE STUDY 2: CHIPOTLE Individual Case Study 2: Chipotle Mexican Grill BUSI 690 April 26, 2020
Individual Case Study 2: Chipotle Mexican Grill 2 Chipotle Mexican Grill Executive Summary With its origins founded in the United States, the United Kingdom, and Canada, Chipotle Mexican Grill is now a top restaurant for many around the world. As a fast-casual restaurant, Chipotle has a focus on high-quality service, as well as meals that are full of fresh ingredients. The company has overcome a number of challenging situations, and remains of the fastest growing companies in the United States. Additionally, Chipotle has maintained brand loyalty and recognition. The company’s business strategy, branding, and marketing provide for strong growth and innovation in what can often seem to be a saturated market. This study sets out to explore the various elements that make up Chipotle’s business strategy, develops an innovative business strategy, and also suggests additional solutions to the company’s current business model. The company’s current business model focuses on the processes that are utilized to operate the organization as a whole, as well as within each individual restaurant. Chipotle’s business model has distinct weaknesses; for example, the company’s days inventory is high as it relates to its competitors. On the contrary, the company has several strengths; for instance, the organization has a strong distribution network. Chipotle’s competitive strategy is what consistently holds them in the top position within their market. While the company has a great strategy, there are alternatives that are worth noting; amongst these are: expansion strategy, retrenchment strategy, and stability strategy. The aforementioned strategies have both advantages and disadvantages; the recommendations are found within this discussion.
Individual Case Study 2: Chipotle Mexican Grill 3 Existing Mission, Objectives, and Strategies Chipotle Mexican Grill, known as a favorite by many around the world, was named one of Fortune’s top 50 All-Stars on the World’s Most Admired list (Gilliard, Hoffman, & Baalbaki, 2017). With a mission to provide “Food with Integrity,” Chipotle has continued a commitment of providing the best ingredients, prepared in the best way, for its customer-base (Roberts, 2009). Chipotle places a heavy emphasis on the quality of its products; the aforementioned is done through a means of focusing on differentiation (Paiz, 2011). Additionally, the company aims to revolutionize the manner in which customers view food as a whole (Gilliard, Hoffman, & Baalbaki, 2017). Chipotle aims to bring about this change by providing its customer-base with affordable, high quality food (Paiz, 2011). In keeping with the company’s goals, Chipotle seeks to provide local sourced, organic ingredients; additionally, the company ensures that its selection of animals are raised in a hormone-free, free-range environment, and endeavors to prepare all of its fresh ingredients by hand (Paiz, 2011).

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