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Transcript of Chipotle Grill
COMPONENTS OF CHIPOTLE'S VALUE CHAIN
CHIEF COMPONENTS OF CHIPOTLE'S STRATEGY
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.
Friday, February 28, 2014
Vol XCIII, No. 311
MEETING CUSTOMER NEEDS
, WITH PRODUCTS OR SERVICES THAT CUSTOMERS VALUE MORE HIGHLY, OR
, AT LOSER COST.
- Introduce new Mexican dishes
- Revisit past ideas
- Explain who they are
- Focus on attracting new customers
GENERIC COMPETITIVE STRATEGY
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:
(the basis for strategy)
A firm achieves a
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
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=
"A Model" = Low Cost
Food With Integrity
Local 350 Mile Radius
Humane Farm Raised
Average Person = $9 Per visit
Average American = $5-$10 Per day
Quality + Portion size+ $9 = Competitive Price
300 People Per Hour
Still "Fast" Food
Moes Southwest Grill
3 times amount of stores
1993 VS. 2000
ShopHouse Southeast Asian Kitchen
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.