http://www.businessinsider.com/chipotle-says-it-will-replace-fast-food-2014-8

Think of a fast food restaurant. Many would instantly think of global chains such as McDonalds, Burger King or KFC. Chipotle would be nowhere to be on the top ten. However, Chipotle is determined to change the public’s perception and is hoping to replace the so-called “traditional fast food”.

Chipotle outrightly critiques other major fast-food chains that they focus on “the cheapening of the raw ingredients, the automation of the work such that anyone could do it … so that they turn over their employees without any care for them, where it’s a game of value meals and cheapening the food experience,”. They also stated that they will be opening more stores and develop more variety of food choice.

In this case, Chipotle is repositioning their competitors by changing the view of the consumer, as mentioned by Al Ries and Trout”Positioning: The Battle for your Mind”. By labelling major fast-food chains as “traditional fast food”, that only cares about profit, Chipotle established itself a clean and uptight image in the minds of the consumers, which would allure more customers to come to them in the long run.

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