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Running head: INDIVIDUAL CASE STUDY PART 1 Existing Mission, Objectives, and Strategies The mission statement of Chipotle is “to provide food with integrity” (“Chipotle Mission and Vision”, 2019). Chipotle further reinforces their mission through its partnership with farmers and ranchers who focus not solely on maximizing profit for the company, but to provide the best quality produce available (“Food With Integrity”, 2020). Additionally, the company’s implied vision statement is “to do more than just rolling burritos while working to cultivate a better world” (“Chipotle Mission and Vision Statement Analysis”, 2019). Chipotle embodies this vision by providing mass customization capabilities through its modifiable selection of food items. Furthermore, Chipotle attempts to give back to the community which they serve by participating in fundraisers which support social and environmental developments across the globe (“Chipotle Mission and Vision”, 2019). Two years ago, Chipotle announced its strategy which is centered around company growth, fostering a supporting culture, and increasing sales. The article “Chipotle Announces Growth Strategies Focused On Winning Today And Cultivating A Better Future” (2018) provides insight into the strategy. Objectives to measure performance within Chipotle’s business strategy include becoming more culturally relevant, digitizing restaurant services, provide great customer service, maintaining discipline and focus, and foster process innovation. In terms of marketing strategy, Chief Marketing Officer of Chipotle Chris Brandt set an objective for Chipotle to create a more personal and frequent relationship with customers (Lalley, 2020). Brandt aims to accomplish this objective through communicating (e.g. email or text message) according to customer preference, and providing special or discount offers periodically—e.g. free delivery on the last Sunday of the month (Lalley, 2020).
Running head: INDIVIDUAL CASE STUDY PART 1 In light of recent controversial events, Chipotle aims to repair its reputation among the public following an E. coli outbreak in 2015. The outbreak lead to an increase of customers who contracted foodborne illness, which gave Chipotle a bad reputation among the press and hampered sales across the U.S. (Wohl, 2016). Since that event, Chipotle has made substantial changes to its food safety practices by implementing processes such as tasking commissaries to cut tomatoes in-house, which would help efforts in preventing another outbreak (Wohl, 2016). Additionally, Chipotle will continue to implement adequate food safety procedures by working with food scientists to verify quality of produce and by implementing regular deep cleaning practices at restaurants where E. coli outbreaks occurred (Daszkowsi, 2018). New Mission Statement Chipotle’s new mission statement could state “to serve our global community by providing quality and healthy Tex-Mex dishes using the utmost fresh ingredients with streamlined service and a smile”. This proposed statement would address the nine components needed to create a great mission statement.

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