Casual Restaurant Market: Chipotle Mexican Grill Restaurant

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Chipotle Case Study
Chipotle Mexican grill restaurant, commonly identified as "Food with Integrity" becomes a successful business premise with outstanding tracks of records above its key competitors including the renounced Macdonald and others. According to the management, the restaurants created fast-casual dining category attracting customers locally and globally. Despite the challenges of diseases outbreaks from E.coli, salmonella, and norovirus as reported by its customers, Chipotle still manages to deliver and maintain its customers. This paper review shows the strategies Chipotle uses to balance the critical issues of diseases outbreaks and the customers at the same time maintains its level of food integrity. Besides, the paper utilizes strategies Chipotle adopts to compete in the market with its past positioning as a fresh and local restaurant.
Firstly, the focus of Chipotle Mexican Grill is to maintain its customers by providing high-quality food at affordable prices. According to management, the increase in stock with more than 1000% within ten years following the 2006 IPO indicates a stable business in the market. The increment in sales volumes from 1999 to 2014 additionally confirms good market trends. After the disease outbreak from its food, Chipotle seeks to find solutions by collaborating with the federal government through the Centre for Disease Control to test the source of the pathogens in their meals. Chipotle segments to provide quick services and high-quality ingredients. Customer satisfaction becomes the priority for Chipotle, unlike the other competitors who focused on high pr...