Date of this Version
Plowman, S. (2019). A strategic audit of Chipotle Mexican Grill, Inc. Undergraduate Honors Thesis. University of Nebraska-Lincoln.
Food is a part of every person’s life, and in today’s society people are looking for ways to get quality food in a quick and easy manner. Chipotle Mexican Grill is a fast-casual Mexican restaurant that aims to provide “Food with Integrity” quickly while providing a positive dining experience. Within the competitive restaurant industry, Chipotle has done many things to stand out. This leaves the question: What strategies does Chipotle use to successfully compete in such a hectic industry and what strategies will Chipotle employ to grow in the future? This paper analyzes Chipotle by looking at its background, products, financials, and competitive advantage. It also goes into an internal and external analysis by using Porter’s 5 forces, SWOT Analysis, and PEST analysis. The information laid out in these analyses are then used to create strategy recommendations and develop an implementation plan for the most effective strategy.