Chipotle Mexican Grill SWOT Analysis
Chipotle Mexican Grill was founded in 1993 by Steve Elles who remains the company’s CEO to date. The company’s first store was in Denver Colorado targeting Mexican Americans ( Tex-Mex ). Chipotle Mexican Grill’s growth has been rampant and is now serving over one million customers daily. The restaurant has over 2500 stores in the US and a few more abroad i.e. France, UK, and Germany.
The restaurant aims to provide its customers with fresh meals sourced from ethically-minded suppliers. The marketing of the brand is driven by the slogan ” food with integrity “. We have analyzed the restaurant’s growth and how it can enhance growth and sustainability.