Chipotle Mexican Grill is an American fast-food chain specializing in Mexican burritos, burrito bowls and tacos.
After going through class 8, which was on Value Proposition, I was extremely intrigued about Chipotle and how it differentiates itself and attracts a whole different crowd as compared to the other fast food chains. Chipotle serves fast food in a non-traditional manner. They combine the fast food experience with healthy nutrition.
Chipotle’s dining philosophy is “Food with Integrity”. Chipotle aims to use as much non- genetically modified food sources (meats and produce which are raised & grown naturally or organically without the use of any antibiotics, hormones and pesticides respectively). Nowadays, the majority of the population are more health conscious and care about what they are eating and how it was obtained. For instance, Chipotle is the first US chain to “serve naturally raised pork” and currently “all chicken served at Chipotle is naturally raised”.
Chipotle also sources its raw materials from local family farms “within 350 miles of its restaurants”. As of now, Chipotle, currently the only “US fast food chain to support a local produce sourcing program”. Supporting local businesses helps provide jobs and wages, benefitting the local community. Chipotle’s support of local, small, family run businesses gives a good public impression and tells the customers that they are eating ethical, sustainable food.
By only serving naturally grown food, Chipotle is able to meet the customer’s requirements (to be satiated by a healthy, wholesome and delicious meal) and attract not only health conscious people, but also fitness enthusiasts, parents or anyone who is looking for a healthy substitute to their fast food cravings.
References:
http://www.chipotle.com/en-US/fwi/fwi.aspx
http://www.triplepundit.com/2012/10/chipotle-food-with-integrity/
http://video.cnbc.com/gallery/?video=3000235718#
http://www.lasplash.com/publish/Los_Angeles_Restaurant_Reviews_123/Chipotle_Mexican_Grill_Review.php
http://www.non-gmoreport.com/articles/november2013/chipotle-serving-non-gmo-integrity-food.php
http://www.sustainablebusiness.com/index.cfm/go/news.display/id/23911