Project presents a thorough research on growing fast food giant Chipotle. Speaks about the organization from a consumer, investor and employee point of view. Final product was presented to our professor and peers.

1. By: Andrew Chunka, Matt Guerrisi, and
Matt Materasso

2. 
 Founder Steve Ells
 “When I opened the first Chipotle in Denver, Colorado I certainly didn’t have
any intention of opening more than just one restaurant. I just wanted to build a
place where you could eat delicious food made of the finest ingredients quickly
and affordably. As it turns out, it was an idea people could get behind.”
 1993 Chiptole opened its doors in Colorado to simply try and fund start up
money for a new resturant. 800 sq feet
 Chipotle had taken off, or as Steve Ells got behind the idea and the new
resturant was in full effect, opening up stores outside of Colorado for the first
time in Minneapolis, MN and Columbus, OH.
The beginning of
something great

3. 
 Chipotles main goal is “food with dignity”. The company is devoted to
personal interaction and making the consumer feel in control while choosing
their options.
 After your respective choice you have options of what to include in your
meal. Options include: chicken, steak, barbacoa, carnritas, fajita vegatables,
black or brown beans, numerous salsas, cheese, guacamole , sour cream and
lettuce.
 When you interacte so much with the customers finding the right people who
represent your company is key. People want to feel welcomed and have a
relationship. Business is not about getting people to come, but getting people
to come back when they come. Chipotle has established the family mentality.
Simple and tasty

4.  Shaul
 Q: How long did it take you to be promoted?
 A: It took about 9 months to be promoted to General Manager
and this was before the Restaurateur position existed so I waited
a few years for that next promotion. Today, 8 years after starting
with Chipotle I am a Team Director overseeing 50+ restaurants
and 1400+ employees.
 Q: How has Chipotle impacted your life?
 A: Chipotle has changed my entire family's life. I didn't have a lot
growing up and now I have been able to change that cycle for my
family. I bought my first home and have been able to provide a
great life for my family. I can't imagine what my life would be
like if I did not make the decision to work here.
Promting from
within

5. 
 Chipotle has expressed interest in going global, recently opening a lease in
London. Spokesman Chis Arnold says “Our vision as a company is to change
the way people think about and eat fast food,” Arnold says. “That’s
something that the traditional fast-food guys aren’t doing. We think there’s
certainly room for us to build that niche in other countries as well as the U.S.,
and there’s a business opportunity for us to continue to grow.”
 Chiptoles goal is to their preexcisting method and apply it globably. There is
no change on the basic vaules. Food willl still be processed from local farms
and as healthy as possible.
 Concept of this whole company is “food with intergrity” Each store has a
business manager who runs the floor and a team who serves the customers.
Each person has their respective stations. Reftering back to the family
mentality. Teamwork in providing a good experience to the public.
From Denver, to
worldwide

6. 
From the 800 sq start up
into..

7. Economic
 Fast-casual industry is growing a huge rate.
 People wanting become healthier and the fast-casual styled restaurants
are booming.
 This large increase can be attributed to the increase in consumer
confidence in this recovering economy.
Political/legal trends
 Serving food that was not pre-cooked.
 Zoning guidelines and obtain a commercial lease.
 Application permits.
Business World

8. Sociocultural
 People want to feel like they are going to a place that cares about them
and is considered hip or cool.
 Offering healthy quick options for a small increase in price.
 This trend is bringing the younger image-driven crowd into these places
and not only are they eating there they are making it a place to hang out.
Technological
 Surveys for what type of meal combination people want based on area
they live in
 Free wifi for customers.
 Charging ports and USB slots for laptops.
Relationships are
everything

9. 
Pork/ Beef
 Raises pigs 100% ranch style.
 Gives pigs natural environment to grow with out any added chemicals
and such
 Raises cows 100% ranch style
Dairy
 Pasture raised as best as they can because there are not enough pasture
raising farms yet but they are committed to accomplishing that goal
Commitment to find best
ingredients

10. People
 Trains workers to be well rounded.
 Multi cultural multi linguistic.
 Trains workers to benefit the team.
Environment
 Tries to be organic as possible.
 Doesn’t look as appetizing as non-organic
Local farm.
 Reduce time from farm stand to plate.
 Reduced gas prices.
In and out of the
workplace

11. 
Strength
 A well-recognized brand in U.S and
Canada
 Use of naturally raised meat and organic
ingredients in cooking
 Strong customer loyalty
 All restaurants are owned by the
company; not franchised
 Online order and delivery
Weakness
 Comparatively high priced menu items
due to use of natural and organic
ingredient
 Limited choice of menu
 Major presence only in U.S. and Canada
SWOT Analysis
Opportunity
ℑ Expansion in new regions and
countries
Addition of new items to the menu
Growing trend of health awareness
among people
Threats
Intense competition from other players
Volatility in price of raw materials.
Economic instability

12. 

13. 
 Market Cap: $.9.97 Billion
 Sales: $2.73 Billion
 Employees 37,310
 Assets $1.67 Billion
 Revenue $2.73 Billion
All numbers are according to Forbes.com
Chipotle Now