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Chipotle Grill

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by

Christine Spellman

on 2 March 2014

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Transcript of Chipotle Grill

can they hit a second home run?
CORE COMPETENCIES
&
SWOT analysis

COMPONENTS OF CHIPOTLE'S VALUE CHAIN

CHIEF COMPONENTS OF CHIPOTLE'S STRATEGY
Core Values
are the beliefs, traits, and behavioral norms that employees are expected to display in conducting the firm’s business and in pursuing its strategic vision and mission.

Become an integral part of the firm’s culture and what makes it tick when strongly espoused and supported by top management.

Matched with the firm’s vision, mission, and strategy contribute to the firm’s business success.
$1.25
Friday, February 28, 2014
Vol XCIII, No. 311
RIVALS
COMPETITIVE ADVANTAGE
RECOMMENDATIONS
COMPETITIVE ADVANTAGE:
MEETING CUSTOMER NEEDS
MORE EFFECTIVELY
, WITH PRODUCTS OR SERVICES THAT CUSTOMERS VALUE MORE HIGHLY, OR
MORE EFFICIENTLY
, AT LOSER COST.
Menu expansion
- Introduce new Mexican dishes
- Revisit past ideas


Advertisement
- Commercials
- Explain who they are
- Focus on attracting new customers

Nicholas Sewnauth
Christine Spellman
Thomas Dowd
Jordan Morris
William Kiio


GENERIC COMPETITIVE STRATEGY
&
CHIEF DIFFERENCES
St. Johns University
Chipotle Mexican Grill in 2012-
Can it Hit a Second Home Run?

SWOT Analysis is a powerful tool for sizing up a firm's:
Internal
strengths
(the basis for strategy)
internal
weaknesses
(deficient capabilities)
Market
opportunities
(strategic objectives)
External
threats
(strategic defenses)
A firm achieves a
competitive advantage
when it provides buyers with superior value compared to rival sellers or offers the same value at a lower cost to the firm. The firm achieves a
sustainable competitive advantage
if its advantage
persists
despite the best efforts of competitors to match to surpass its advantage.
“By focusing on a few core principles, Chipotle has continued to differentiate itself from the competition and proven to be an exceptional business.”
Best Cost Provider=
Differentiation
+
Staying Competitive
+
Honorable Prices
Differentiation
Appealing
Dining Setting
"A Model" = Low Cost
Quality Assurance
Competing Abilities
Rapid Throughput
Respectable Price
Aesthetics
Food With Integrity
Local 350 Mile Radius
Humane Farm Raised
Organic
No Hormones
Average Person = $9 Per visit

Average American = $5-$10 Per day

Quality + Portion size+ $9 = Competitive Price
300 People Per Hour
Still "Fast" Food
Technology
Fax
Online
Mobile App
Moes Southwest Grill
Advantage
Disadvantage
Streamline
Customizable
3 times amount of stores
Public Company
1993 VS. 2000
ShopHouse Southeast Asian Kitchen
More options
WELCOME TO MOES!
Anyone been there?
Chipotle Mexican Grill has always sought to distinguish itself from the typical fast-food competition.

Unlike rivals such as Taco Bell, Moe’s and Qdoba, which rely on industrialized methods to prepare food, Chipotle cooks its meat using the refined sous-vide technique, and its restaurants have no freezers, microwaves, or can openers.

The company also proudly identifies its support of organic and local food, and sustainable farming methods.

The "Food With Integrity" promise is not only a major brand differentiator, putting an ideological ocean between it and more traditional fast-food chains, but the sourcing, be it local or naturally raised, is a big part of what makes the burrito chain's food taste so good, and that is a competitive advantage not easily duplicated.


Strategy is all about
How to attract and please customers
How to compete against rivals
How to position the firm in the marketplace
How to best respond to changing economic and market conditions
How to capitalize on attractive opportunities to grow the business
How to achieve the firm’s performance targets
..never ending process.

Chipotle's core competency is their ability to offer high quality food at reasonable prices.

The company can afford to offer this quality at a reasonable price because they limit their menu and do not expand themselves too far.

This preserves their ability to keep prices low through effective supply chain management.
Full transcript