Description
SWOT ANALYSIS OF CHIPOTLE MEXICAN GRILL
Chipotle Mexican Grill
Parent Company
Chipotle Mexican Grill
Category
Fast Food Eating Joints
Sector
Food and Beverages
Tagline/ Slogan
Food with integrity
USP
Use of natural and organic ingredients especially farm-raised meat
STP
Segment
People who like Mexican fast food
People who prefer eating food made from natural and organic Target Group ingredients
A casual dining restaurant chain serving Mexican cuisine, made using Positioning organic ingredients
SWOT Analysis
1. A well-recognized brand in U.S., U.K., Canada. 2. An employee strength of around 30,940 3. Use of naturally raised meat and organic ingredients in cooking 4. Strong presence with around 1262 branch locations 5.Positive brand image with customer loyalty 6.Innovative ways of publicizing and advertising the brand 7.Green architecture of buildings, use of environment friendly material in construction 8. All restaurants are owned by the company and not franchised Strength 9.Online order and delivery
Weakness
1.Comparitively high priced menu items due to use of natural and
organic ingredient 2.Limited choice of menu 3.Major presence only in U.S. and Canada
1.Expansion in untapped regions and countries 2.Addition of new items to the menu Opportunity 3.Growing trend of health consciousness amongst people
1.Intense competition from other players 2.Volatility in price of raw materials. Threats 3.Economic instability
Competition
1.Qdoba Mexican Grill 2.Panchero’s Mexican Grill 3.Moe’s Southwest Grill 4.California Tortilla Competitors 5.Baja Fresh
doc_509908817.docx
SWOT ANALYSIS OF CHIPOTLE MEXICAN GRILL
Chipotle Mexican Grill
Parent Company
Chipotle Mexican Grill
Category
Fast Food Eating Joints
Sector
Food and Beverages
Tagline/ Slogan
Food with integrity
USP
Use of natural and organic ingredients especially farm-raised meat
STP
Segment
People who like Mexican fast food
People who prefer eating food made from natural and organic Target Group ingredients
A casual dining restaurant chain serving Mexican cuisine, made using Positioning organic ingredients
SWOT Analysis
1. A well-recognized brand in U.S., U.K., Canada. 2. An employee strength of around 30,940 3. Use of naturally raised meat and organic ingredients in cooking 4. Strong presence with around 1262 branch locations 5.Positive brand image with customer loyalty 6.Innovative ways of publicizing and advertising the brand 7.Green architecture of buildings, use of environment friendly material in construction 8. All restaurants are owned by the company and not franchised Strength 9.Online order and delivery
Weakness
1.Comparitively high priced menu items due to use of natural and
organic ingredient 2.Limited choice of menu 3.Major presence only in U.S. and Canada
1.Expansion in untapped regions and countries 2.Addition of new items to the menu Opportunity 3.Growing trend of health consciousness amongst people
1.Intense competition from other players 2.Volatility in price of raw materials. Threats 3.Economic instability
Competition
1.Qdoba Mexican Grill 2.Panchero’s Mexican Grill 3.Moe’s Southwest Grill 4.California Tortilla Competitors 5.Baja Fresh
doc_509908817.docx