Of Chipotle - Case Study Example

Chipotle Chipotle is one of the fastest growing brand s in the quick service restaurant (QSR) industry. To maintain this we need to re-evaluate and come up with new strategies and ways of doing business. The following are some of the recommendations we have come up with to ensure that Chipotle remains ahead of the pack in the year 2014.
Chipotle will distinguish ourselves as a healthy, fresh alternative; unlike Taco Bell. We will focus on creating a diverse menu of burritos and bowls, allowing our customers to choose from various fresh ingredients to create their own meal.
Massive marketing campaign that should show how we handle our ingredients from start to finish.
Focus on creating a better Earth for future generations to live on, and we will begin this by working with ethical family members to obtain our ingredients.
Purchasing Chipotle means contributing to a greener future, and our competitors will need to find a stronger message in order to surpass us.
We need to continue with a show for integrity and commitment to our mission statement.
We ought to solidify Chipotle as Mexican-American food. Unlike our competitors, Chipotle does not use many aspects of Mexican culture to advertise its products. This strategy will establish Chipotle as a household name for Mexican-American food, rather than Mexican fast food.
No need to create authentic Mexican experience, since our competitors have tried to do the same since our customer value local ingredients more than imported ingredients and enjoy our food because of its taste and is good for them.
Conclusion
Thus our strategy for 2014 should be to learn from our competitors and learn from their downfall. We should avoid the idea that we are a fast food restaurant and instead focus on provision of healthy fresh ingredients. This will distinguish us from the likes of Taco bell and others. We should also do massive marketing that shows how we handle our ingredients.
Apart from that our clients should know that purchasing Chipotle means contributing to a greener future. Though they may pay dearly for our services, they should not feel the pinch since we are riding on the promise of our mission statement. They will understand that they are paying for local ingredients and a healthier lifestyle. This will keep their bargaining power low and not compromise the quality of our food for greater profit.
Last but not least is solidifying Chipotle as Mexican-American food. No need to create an authentic Mexican experience, since this has been created by our competitors. This will make us stand out and be unique in every way, thus endearing us to our customers. Read More