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Running Head: INDIVIDUAL CASE STUDY: CHIPOTLE MEXICAN GRILL1Individual Case StudyChipotle Mexican GrillBUSI 690Liberty UniversityExecutive SummaryFirst opening in 1993 Chipotle Mexican grill was founded by Steve Ells. Ells graduated from the Culinary Institute of America and worked for a restaurant in San Francisco for a while
INDIVIDUAL CASE STUDY: CHIPOTLE MEXICAN GRILL2before moving to Denver. It was in Denver where he came up with the idea of Chipotle MexicanGrill. Ells wanted to “Change the way people thing about and eat fast food.” His initial business model consisted of six elements. Serving a focused menu, using high quality fresh ingredients, allowing customers to customize their selection each time they went through the line, being operationally efficient, building a special people culture of friendly high-performing people motivated to take care of customers, and doing all of it with respect for the environment and the customer. These elements served the company well until it came under fire with a few different health scares. Despite those scares Chipotle continued its rise in the fast food industry and remains to this day one of the top Mexican focused fast food restaurants in the industry.This paper takes a look at the existing mission of the restaurant along with its objectives and strategies and develops a possible new mission statement. It then discusses the strengths, weaknesses, opportunities, and threats to the company. Additionally, it takes a look at Chipotle’s main competitors. From there it takes a look at recent financial statements to discuss recent performance. The paper closes with some pro-forma financial statements and alternative strategies that could be undertaken, along with their analysis. Existing Mission, Objectives, StrategiesEven though Chipotle is a company that has been under fire in recent years, their resilience and tenacity has allowed them to remain a competitive force in the fast food industry. The company is comparable to restaurants like Qdoba, Burger King, McDonalds and others in the respect that it is a fast food company, but like Qdoba and unlike Burger King and McDonaldsfocuses on Mexican style food such as taco’s and burritos. The company currently runs on the basic mission statement of “providing food with integrity.” The mission however is much more in depth as you will see as we discuss its objectives and strategies. The company objective is
INDIVIDUAL CASE STUDY: CHIPOTLE MEXICAN GRILL3simple in word but harder in practice. The objective of Chipotle is to source the best ingredients they can find and prepare them by hand. In the kitchen this means that everything is prepared fresh and cooked daily. On the farm this means finding growers that raise their livestock and

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