Chipotle Mexican Grill is a Mexican-style restaurant where customers obtain quick, somewhat nutritious and healthy cuisine. With the recent trend of health being a priority for practically every American, people seek a quick and healthy way to meet their hunger amid their hectic schedules. Chipotle can regularly produce high-quality meals at pricing that is more than affordable. Aside from this, Chipotle Mexican Grill, Inc. is the only restaurant chain in the United States that is debt-free, and its reasonable stock price stems from a mix of high-quality food and a lack of debt.
Given that the company’s business is based solely on its service and cuisine, without advertising and related services and services, there are certain specifics in the procedures for business analysis. The fact of dependence on a specific target audience allows one to analyze the possible growth and development of the company, starting from the study of the audience (Bellman et al., 2017). Consideration should be given that the restaurant industry is fiercely competitive, with a plethora of choices in every direction. The industry competes on price, quality, and convenience. Although Chipotle operates in a distinct market it coined “Fast-Casual,” it still has to compete with other restaurants within the sector and across the industry. Customers will look for various varieties, pricing ranges, and other factors. Chipotle Mexican Grill, Inc. must appeal to a vast number of individuals to gain market share. Panera Bread, McDonald’s, Starbucks, Wendy’s, and the Yum! Brand is Chipotle Mexican Grill, Inc.’s main competitor.
To summarize, the Chipotle Mexican Grill restaurant business analysis should be carried out with a clear understanding that restaurants are entirely dependent on stable paying customers looking for healthy food. Once the target audience cannot pay for a healthy meal at the Chipotle Mexican Grill, restaurants experience massive losses as customers look for a cheaper offer from Chipotle’s many competitors. Chipotle Mexican Grill has many competitors that should also be taken into account against the background of the fact that the demand in the fast-food market has long met the supply.
Bellman, S., Rask, A., & Varan, D. (2017). How Chipotle used unbranded content to increase purchase intention by changing beliefs about ethical consumption. Journal of Marketing Communications, 25(7), 763–782. Web.