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Analysis on Chipotle Mexican Grill

Applying the Trinity Model and the 7 Stages of the Innovation Life Cycle - by Venus Sung

venus sung

on 27 November 2012

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Transcript of Analysis on Chipotle Mexican Grill

BIGGER Chipotle Mexican Grill Background An Analysis on The Rise of "Fast Casual" Restaurants -Poor economy

-Health and environment concerns CEO Steve Ells -A chef first-attended culinary school after studying art
-Dreamed about opening his own full scale restaurant
-Idea of Chipotle was born after observing people at local Taquerias
-Borrowed 85k from Dad and opened first Chipotle in Colorado in 1993 Chipotle is second to Panera Bread Company as one of the top fast casual restaurants in its industry with $2.3 billion dollars in 2011 sales. HUGE A success! Why? What's in their burrito? DELIVERY FUNCTIONALITY RELATIONSHIP Fresh, quality food served fast in a great environment. The Trinity "Food with The 7 Stages of the Dress up in a costume, buy a burrito for $2.
Proceeds, up to $1,000,000 donated to The Chipotle Cultivate Foundation, non-profit organization committed to creating a more sustainable and healthful food supply and to raising awareness concerning food issues. Partnerships "Chipotle succeeds not because of the burritos. It works because of our system: fresh, local, sustainable ingredients, cooked with classic methods in an open kitchen where the customer can see everything, and served in a pleasing environment." - Steve Ells, CEO-Chipotle Mexican Grill "People don't buy what you do, they buy why you do it."
- Simon Sinek, Start with Why: How Great Leaders Inspire Everyone to Take Action Successful in communicating their vision and their vision is (leads to value and time conscious consumers) than the product. Integrity" Menu is limited to four core basics, but it offers a range of garnishes like salsa and cheese and guacamole.
Chipotle does not serve dessert or coffee. (Too complicated.) There's no dollar menu or "limited-time offers." (Too gimmicky.)

"Steve is hypersensitive to his visual and tactile surroundings -- from the temperature in a room to the cushiness of a chair to the feel of a pen," says co-CEO Monty Moran, who has known Ells since college. radical dual-core incremental restructure engagement dichotomy TIME INNOVATION F F+R F+R+D D D+R R D+F Innovation Life Cycle cross Recently named
"America's Most Inspiring CEO " by Esquire Dressing up in the "scariest costume" with The Food Revolution chef, Jamie Oliver - Chipotle Cultivate Foundation
- Cultivate Festival Branding/voice through social media, and getting involved with community events, charities and local farmers & business owners. Opened in D.C. in 2011
Inspired by Southeast Asian culture Next year, Chipotle celebrates 20 years of success. What's next? 23.6% growth "The Art of Eating"
Beginning partnerships Chipotle Mexican Grill signed an agreement with the Coalition of Immokalee Workers (CIW) that will improve wages and working conditions for tomato pickers in Florida. The company has agreed to pay an extra penny per pound of tomatoes purchased for its 1,300 restaurants nationwide, with the money appearing as a bonus in workers' paychecks. Chipotle now has over 1,300 restaurants including in London, Toronto, and Paris. Best-performing restaurant stock in the Standard & Poor's 500 Index. http://money.cnn.com/gallery/news/companies/2012/09/06/fastest-growing-all-stars.fortune/7.html http://www.southernstudies.org/2012/10/chipotle-fair-food-agreement-is-the-latest-win-for-florida-farmworkers.html http://www.nytimes.com/2012/07/20/nyregion/at-chipotle-an-unofficial-and-prohibited-discount-for-officers.html?pagewanted=all http://shophousekitchen.com/#/ http://blogs.westword.com/cafesociety/2012/10/chipotle_mexican_grill_got_its.php http://www.fastcompany.com/1671659/chipotle-burritos-stuffed-integrity http://blogs.westword.com/latestword/2012/09/chipotle_steve_ells_most_inspiring_ceo.php http://features.blogs.fortune.cnn.com/2011/09/12/chipotles-growth-machine/ CREDITS www.chipotle.com
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