The document analyzes the market potential for Chipotle Mexican Grill's expansion into Australia, highlighting the company's background as a rapidly growing restaurant chain founded in 1993. A SWOT analysis is conducted, revealing favorable conditions for dining out in Australia and identifying key cities for potential locations. Sales forecasts estimate revenues for multiple restaurant locations, projecting significant financial growth in the Australian food service market.

1. Market Potential AnalysisShawna Jones, Mollye Peters, Jessica Otterman, Erica Steele

2. Company Background Fastest growing U.S. restaurant chain (% increase in foodservice revenue) Started in 1993

3. Denver, Colorado

4. Found and CEO: Steve Ells “Food With Integrity”

5. 837 locations

6. 33 states, District ofColumbia, and Toronto, Canada(Basham, 2009) (Chipotle Mexican Grill, 2009)

7. SWOT Analysis (Chipotle Mexican Grill, 2009)

8. Macroscreening Positive attitude towards dining out

9. Eating out as a convenience or social pastimeFour Promising Nations Australia

10. Ireland

11. United Kingdom

12. JapanCriteria and Weights

13. Urban Population(Central Intelligence Agency, 2009)

14. % Growth of Import ofFood and Beverage Industry(CenTradeX, 2007)

15. Ease of Doing Business(CenTradeX, 2009)

16. Population Growth Rate(Central Intelligence Agency, 2009)

17. PPP Per Capita(Central Intelligence Agency, 2009)

18. Likelihood of Dining Out(Euromonitor International, 2009)

19. Model

20. SelectionAustralia

21. Rationale Economy has seen over 17 years of continuous growth