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Transcript

STRENGTHS

WEAKNESSES

Chipotle

  • Great Reputation and recognition in U.S., U.K., Germany, & Canada
  • Organic and Humane Ingredients
  • High Customer Loyalty
  • Innovative Marketing Strategy: Emphasis Good Taste and Good Health
  • Environmentally Friendly Construction and Packaging
  • Offers online ordering
  • Apps for smartphones (games,ordering)
  • Relatively high cost of organic food
  • As a Mexican Chain, they have limited variety
  • Only Tested their Product in Western Markets
  • Ingredients are difficult to produce year round and often rare in local communities.
  • Limited Locations in the U.S.
  • Limited Advertising and Budget compared to other Fast Food Restaurants.

Food With Integrity

PEST Analysis

Political:

  • Introduction of Goods and Service Tax
  • The Affordable Care Act
  • Proposed increase in the federal minimum wage

Economic:

  • Continual Stock Increases
  • Company Expansion

Strategies & Structure

Social: Fast Casual

  • Food with Integrity
  • Support local farmers/ naturally raised animals

SWOT ANALYSIS

Technology:

  • Top-of- the-line refrigeration
  • Chipotle App and Social Media
  • Promotes within company
  • Hire Managers that were previous workers
  • Boosts moral, productivity, and engagement
  • Use materials made in local markets
  • Part of advertising scheme
  • Appeals to locals
  • Do not have to conform to local preferences
  • Aim to be Different
  • Capitalize on aspects that competitors lack
  • Ex. Local products, use of salvaged material in restaurant design

THREATS

Questions?

  • STRENGTHS
  • WEAKNESSES
  • OPPORTUNITIES
  • THREATS
  • Religious dietary restrictions
  • Competition from cheaper fast food restaurants
  • Prices subjected to market trends
  • Activist movements that put down corporate companies
  • Power distance between center and branch franchises

OPPORTUNITIES

Problems

Alternatives

  • Really, Really Long Lines
  • Slightly Higher Prices
  • Sanitary Issues
  • Union Station
  • Limiting Future Growth?
  • Reported Cases of Undocumented Employees
  • Untapped European Market where healthy eating trends are already prevalent
  • Adding new foods to the menu
  • Trend of Healthy dining in U.S.
  • Growing popularity of South/Central American Culture
  • Trends toward sustainability and environmental care
  • Online potential
  • Social Media Culture
  • Most complaints stem from sanitation problems
  • Create a policy and or system that is emphasized at every restaurant

Solutions

  • Add weekly specials
  • Examples: New topping every other week or free guacamole and chips on a certain day of the week if you spend a certain amount of money ...etc.
  • Start spreading the green initiative they have to all their restaurants
  • Remodel current ones to have the Energy and Environmental Design like that in Gurnee, IL or Minnetonka, MN

History

  • To reduce the number of undocumented employes they could simply apply stricter background checks on new applicants.
  • Share with customers their vision and story
  • More options for vegans and vegetarians

  • Rather than wait in long lines customers can order ahead with the Chipotle app on their smartphones.
  • To solve sanitation issues they could implement random health inspections at various restaurant locations.
  • To raise growth potential they could begin franchising.
  • Founder: Steve Ells
  • 1st Chipotle 1993:

Denver, Colorado

  • Expansion & McDonald's
  • Going Organic
  • Going Public
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