Presentation on Chipotle

1. Chipotle
By Zachary Weinberger (zweinbe)

2. Problem
Food quicklyWant
Fresh and healthy ingredientsWant
Restaurant quality foodWant

3. Products
•Burritos?

4. Products
•Cage Free Poultry
•GMO Free Foods
•Locally Farm-grown Vegetables

5. Persona
Laura
•24-Year-old Millennial
•College Graduate
•Likes to cook at home

6. Finances

7. Same-Store Sales

8. PE/Ratio

9. Business
Model
2018 Future

10. History
Founded
1993
McDonald’s
invests
2001
IPO
Jan 2006
McDonalds
divests
Oct 2006
E-Coli
Outbreak
Nov 2015
Steve Ells
steps down
Nov 2017
Brian Niccol
new CEO
Mar 2018

11. Leadership

12. Steve Ells
•Founder and CEO until Nov 2017
•Art History Degree and Culinary
Institute
•Line Chef

13. Brian Niccol
•Current CEO
•MBA from UChicago
•Worked for Yum! And Taco Bell

14. Secret Sauce
•Food With
Integrity
•Efficient
Conveyor System

15. What’s Hot
• New Menu
Item
• Only 4th Time
• Limited Offer

16. Competition
Lots!

17. Prediction
Success! Innovation
•New Food
•Technology
•Frictionless Experience

18. References
• https://www.fool.com/investing/2019/11/03/why-chipotle-is-plummeting-despite-
crushing-earnin.aspx
• https://www.cnbc.com/2019/07/23/chipotle-earnings-q2-2019.html
• https://www.fool.com/investing/2017/07/25/the-most-important-chart-for-chipotle-
mexican-gril.aspx
• https://www.reuters.com/article/us-chipotle-results/chipotles-online-shift-fuels-highest-
sales-growth-in-two-years-idUSKCN1UI2P4
• https://www.thebalancesmb.com/history-of-chipotle-mexican-grill-3973222
• https://www.qsrmagazine.com/reports/how-chipotle-got-its-groove-back
• https://articles2.marketrealist.com/2014/12/chipotles-customers/
• https://www.ijser.org/researchpaper/Chipotles-Strategic-Marketing.pdf
• https://www.marketwatch.com/story/chipotles-carne-asada-supply-is-running-low-
bringing-the-limited-time-offer-to-an-early-end-2019-10-24