People love Chipotle. I love Chipotle. Which is part of the reason why I chose to look into the company in depth, focusing specifically on their mobile strategy.
Before I explain how Chipotle has become a pioneer in mobile strategy, I'll give you a little background on the brand.
Chipotle Mexican Grill is a quick-service Mexican-inspired restaurant chain based out of Denver, Colorado. The company is primarily known for its large burritos, which are served wrapped in aluminum foil. The company emphasizes its simplified menu in which a small set of quality ingredients are combined to create items such as tacos, fajitas, and "burrito bowls" in addition to its burritos. All food items are assembled in front of the customer using an assembly line process. The company is known for its simple and humorous print ads, its primary method of advertising. Its self-professed emphasis on quality ingredients has led to initiatives such as increasing the use of naturally-raised meats. Chipotle's stores are typified by an industrial-styled interior with heavy use of dark red color and corrugated metal accents.
Chipotle Timeline
1993: First store opened in Colorado by Steve Ells, a chef
1995: Several more Denver-area stores opened
1999: First stores outside of Colorado opened
1999: Steve Ells (founder) learns how pork is usually raised for fast food joints in America and decides to do things a different way
2000: Started serving naturally raised pork
2002: Started serving naturally raised chicken
2004: Started using zero trans fats frying oil
2006: Went public on the NYSE
2007: Stopped serving cheese with added hormones
2008: Started serving organic black beans
2009: Steve Ells testified before Congress in an attempt to eliminate the use of antibiotics in ranching
How did it all start, you ask?
Good question.
Before I explain how Chipotle has become a pioneer in mobile strategy, I'll give you a little background on the brand.
Chipotle Mexican Grill is a quick-service Mexican-inspired restaurant chain based out of Denver, Colorado. The company is primarily known for its large burritos, which are served wrapped in aluminum foil. The company emphasizes its simplified menu in which a small set of quality ingredients are combined to create items such as tacos, fajitas, and "burrito bowls" in addition to its burritos. All food items are assembled in front of the customer using an assembly line process. The company is known for its simple and humorous print ads, its primary method of advertising. Its self-professed emphasis on quality ingredients has led to initiatives such as increasing the use of naturally-raised meats. Chipotle's stores are typified by an industrial-styled interior with heavy use of dark red color and corrugated metal accents.
Chipotle Timeline
1993: First store opened in Colorado by Steve Ells, a chef
1995: Several more Denver-area stores opened
1999: First stores outside of Colorado opened
1999: Steve Ells (founder) learns how pork is usually raised for fast food joints in America and decides to do things a different way
2000: Started serving naturally raised pork
2002: Started serving naturally raised chicken
2004: Started using zero trans fats frying oil
2006: Went public on the NYSE
2007: Stopped serving cheese with added hormones
2008: Started serving organic black beans
2009: Steve Ells testified before Congress in an attempt to eliminate the use of antibiotics in ranching
How did it all start, you ask?
Good question.
Chipotle focuses on creating good, quality food with integrity. Meaning they don't use sub par ingredients or meat that has been treated with antibiotics and harmful hormones. In my opinion, this is why they're so successful. It's fast food, but it's quality fast food. Their food is always consistent, delicious and wholesome. I know that I can go to a Chipotle anywhere in the country and get a burrito bowl that tastes the same every single time.
Competitors
Chipotle is in an industry called "fast casual" restaurants, meaning it's fast, but not as fast as fast food. A fast casual restaurant is a type of restaurant that does not offer full table service, but promises a higher quality of food and atmosphere than a fast food restaurant (called a "quick service restaurant" in the industry). It is a relatively new and growing concept positioned between fast food and casual dining (hence the hybrid name "fast casual"). The typical cost per meal is in the $8–15 range.
Some of Chipotle's competitors restaurants in this industry include...
1) Panera: US chain featuring bakery products, sandwiches, and salads. Also known as St. Louis Bread Company.
2) Noodles & Co.: Often located directly next to Chipotle. Noodles, Salads, and Sandwiches from around the world. Dishes from Asia, the Mediterranean and America - prepared to your liking.
3) Qdoba Mexican Grill: Similar to Chipotle, but a little more "fast food."
4) Other fast food restaurants, including McDonalds, Taco Bell, etc.
These restaurants compete with Chipotle, but Chipotle leads its industry in market share. Its methods of delicious food with quality ingredients is clearly working.
And when it comes to mobile, no one is doing what Chipotle is doing...
Competitors
Chipotle is in an industry called "fast casual" restaurants, meaning it's fast, but not as fast as fast food. A fast casual restaurant is a type of restaurant that does not offer full table service, but promises a higher quality of food and atmosphere than a fast food restaurant (called a "quick service restaurant" in the industry). It is a relatively new and growing concept positioned between fast food and casual dining (hence the hybrid name "fast casual"). The typical cost per meal is in the $8–15 range.
Some of Chipotle's competitors restaurants in this industry include...
1) Panera: US chain featuring bakery products, sandwiches, and salads. Also known as St. Louis Bread Company.
2) Noodles & Co.: Often located directly next to Chipotle. Noodles, Salads, and Sandwiches from around the world. Dishes from Asia, the Mediterranean and America - prepared to your liking.
3) Qdoba Mexican Grill: Similar to Chipotle, but a little more "fast food."
4) Other fast food restaurants, including McDonalds, Taco Bell, etc.
These restaurants compete with Chipotle, but Chipotle leads its industry in market share. Its methods of delicious food with quality ingredients is clearly working.
And when it comes to mobile, no one is doing what Chipotle is doing...
