Marketing Analysis Chipotle Mexican Restaurant and Applebee's Restaurant PDF Download
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Author: Kimberly Wylie
Publisher: GRIN Verlag
ISBN: 3640337972
Category : Business & Economics
Languages : en
Pages : 29
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Book Description
Seminar paper from the year 2003 in the subject Business economics - Business Management, Corporate Governance, University of Phoenix, 5 entries in the bibliography, language: English, abstract: The following paper compares the marketing strategies employed by two successful restaurants, Chipotle Mexican Grill and Applebee's Neighborhood Grill & Bar. This analysis will include an overview of each restaurant's business, their current sales trends, and their specific target market. In addition, company brands will be discussed, as well as their manner of distribution, promotion methods, and pricing. With these factors determined, each company's specific advantages and strengths will then be given. From there, a comparison of the two companies marketing strategies will be examined, including an overview of each company website, the strengths and weaknesses of these sites, and which features I personally preferred.
Author: Kimberly Wylie
Publisher: GRIN Verlag
ISBN: 3640337972
Category : Business & Economics
Languages : en
Pages : 29
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Book Description
Seminar paper from the year 2003 in the subject Business economics - Business Management, Corporate Governance, University of Phoenix, 5 entries in the bibliography, language: English, abstract: The following paper compares the marketing strategies employed by two successful restaurants, Chipotle Mexican Grill and Applebee's Neighborhood Grill & Bar. This analysis will include an overview of each restaurant's business, their current sales trends, and their specific target market. In addition, company brands will be discussed, as well as their manner of distribution, promotion methods, and pricing. With these factors determined, each company's specific advantages and strengths will then be given. From there, a comparison of the two companies marketing strategies will be examined, including an overview of each company website, the strengths and weaknesses of these sites, and which features I personally preferred.
Author: Ernesto Paiz
Publisher: GRIN Verlag
ISBN: 3640931939
Category : Business & Economics
Languages : en
Pages : 97
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Book Description
Project Report from the year 2011 in the subject Business economics - Company formation, Business Plans, grade: B, Santa Clara University, language: English, abstract: Chipotle Mexican Grill, hereafter referred to as Chipotle, is a fast-casual restaurant that specializes in a limited menu mainly consisting of burritos, tacos and burrito bowls. Chipotle is known for its ability to offer products made from sustainable, organic ingredients, while remaining price competitive with other fast food chains. Chipotle refers to this differentiation as “food with integrity” and it is the driving force that has propelled the company to where it is today. Since its foundation in 1993, Chipotle has been tremendously successful, growing into a corporation that is now worth roughly $8.5 billion (56). Chipotle’s growth is a direct result of the quality of its products, the consistency of its service and the perceived differentiated value it has established in the minds of consumers. Chipotle stands apart from others in a highly concentrated industry because it does business differently in terms of its food, restaurants and advertising. While most fast food chains rely on advertisements that promote menu gimmicks, such as limited-time price reductions, new items, value menu offerings and more, Chipotle focuses on showcasing its quality ingredients. It also generates excitement for its food through a number promotional events and word of mouth. Strategic Move Even though the restaurant and bar industry is saturated, there are not many competitors that offer organic ingredients within the industry. To take advantage of the recent surge of consumers who demand healthier, organic food, Chipotle has decided to enter into the fast-casual Asian restaurant market with a new chain named ShopHouse Southeast Asian Kitchen, hereafter referred to as ShopHouse. Staying true to its position as a focused differentiator, Chipotle will operate ShopHouse under the same philosophy that has made it so successful, offering sustainable gourmet ingredients at reasonable prices.
Author: Benjamin Abwanzo
Publisher:
ISBN:
Category :
Languages : en
Pages : 16
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Book Description
Chipotle is a chain of multinational restaurant that specializes in Mexican cuisine. This marketing plan provides the strategy that the company should utilize in the market. A situation analysis of the company shows that Chipotle has sufficient resources, with a marketing budget of $69, 257, 000 for the year 2015, its core competencies of providing food with integrity, as well as its capability to operate strategically in the corporate scene give it an advantage. Analysis of the external environment showed that Chipotle lost some of its market share due to health and safety code violation. As such, the company, today, has to adhere to strict legal, political, and socio-cultural concepts of ensuring health and food safety. The plan in the market is to improve awareness, increase revenue, and recapture lost market share. This would be achieved by targeting the baby boomers and millennials. The main marketing strategy would entail advertisement using traditional and digital media.
Author: Joe Wessh
Publisher: GRIN Verlag
ISBN: 3668999228
Category : Business & Economics
Languages : en
Pages : 19
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Book Description
Essay from the year 2019 in the subject Business economics - Business Management, Corporate Governance, grade: 4.6, University of Toronto, language: English, abstract: Despite the industry within which a company operates, there are various key success factors that enable a company to survive and develop. Key success factors are an essential part of the company's competitive success and it is this important that the company pay a considerable attention to them. The elements of a company must correspond with the key success factors required in the industry in order for it to survive and grow. As far as the case is concerned, the fast-casual restaurant industry is heavily competitive, making it hard for most of the restaurants to survive and remain successful. Six major rivals; Burger King Corporation, Jack in the Box, McDonald's, Wendy's Group, Starbucks and Yum! Brands, occupy about 40 percent of the market. The remaining 60 percent consists of smaller competitors such as Panera, Panda Express and Chipotle Mexican Grill. Each competitor offers distinguishable products aligned with their core capabilities. Hence, the intense threat of rivalry in this industry requires restaurants to be distinctive and innovative so that they can achieve a competitive edge. Those restaurants that are unable to maintain a constant competitive advantage end up failing.
Author:
Publisher:
ISBN:
Category : Food service
Languages : en
Pages : 262
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Book Description
Author: Alan Nathan Hoffman
Publisher:
ISBN: 9781529760033
Category : Social responsibility of business
Languages : en
Pages :
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Book Description
Founded by Steve Ells in 1993, Chipotle Mexican Grill quickly became one of the fastest growing restaurant chains in US history. People loved Chipotle because of the tasty and healthy food as well as its edgy, trendy, cool brand image. Chipotle established itself as a successful company practicing "conscious capitalism" by serving "food with integrity" - its supply chain and corporate culture were closely integrated from the time that ingredients were farmed, raised, harvested, and shipped to stores to the time the final product was placed on a customer's serving tray.By 2014, the fast-casual food market in the US became increasingly competitive and crowded with many new entrants, especially traditional fast food players who were attracted by the double-digit revenue growth. Being a public listed company, Chipotle had to meet Wall Street's high expectations of growth and earnings. Living up to analysts' expectations was becoming increasingly difficult for Chipotle.
Author: Daniel Krier
Publisher:
ISBN: 9781503329256
Category : Fast food restaurants
Languages : en
Pages : 106
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Book Description
Dan Krier reviews Chipotle's current business strategies and vision. He then uses that information to make strategic recommendations for the company's future.
Author: Nihat Canak
Publisher: GRIN Verlag
ISBN: 3638575055
Category : Business & Economics
Languages : en
Pages : 24
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Book Description
Research Paper (undergraduate) from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.0, Western Carolina University, course: Marketing Management & Mature Consumers, language: English, abstract: The American fast food preparation and presentation model created a strong cultural and collective identity. The model has provided the consumers with uniformity and repeated experience. This phenomenon is called the `McDonaldisation' of the US society that has embraced the all American meal throughout the globe. People want quick and convenient meals; they do not want to spend a lot of time preparing meals, traveling to pick up meals, or waiting for meals in restaurants. As a result, consumers rely on fast food. Knowing this, fast food providers are coming up with new ways to market their products that save time for consumers. For example, McDonald's locates its outlets inside Wal-Mart stores across the United States, and also in Chevron and Amoco service stations. These arrangements are becoming more common in the fast food industry. Consumers can combine meal-time with time engaged in other activities, such as shopping, work, or travel. This idea shapes the growth strategies of most firms in the industry. The most significant driving force is the inexorable movement towards bigness and concentration of power in the hands of fewer and fewer firms at almost every point in the fast food sector. Other driving forces can be seen in the changing structure of American families as more women entered the work force, increasing globalization of the food system, the environmental movement and equity concerns. On the other hand, women are the driving force behind the fast food industry into another direction. Women's attitude towards health and food content has put pressure on the fast food industry to alter their product mix. However, the great success of the traditional fast food outlet is potentially beginning to lose its pull factor. It is believed that the actual fast food sector is in transition from a traditional selling of burgers to the pre-eminent arrival of a fast casual food industry. The driving force for change has been a number of issues that raise questions to scrutinise the fast food companies, such as the link of regular fast food ingestion to obesity, chains showing operating loss for the first time in their history and the forced closure of outlets. This is reflected on McDonald's facing a lawsuit from an overweight teenager who felt it was the company to blame for her condition. The food giant has also closed down outlets worldwide.
Author: Russell Walker
Publisher:
ISBN: 9781526430663
Category : Food poisoning
Languages : en
Pages :
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Book Description
By any measure, Chipotle Mexican Grill was a success story in the restaurant business. It grew from one location in 1993 to over 2,000 locations by 2016 and essentially created the fast casual dining category. Its stock appreciated more than 1,000% in the ten years following its 2006 IPO.However, after more than 20 years without a major reported food safety incident, Chipotle was revealed as the source of multiple outbreaks of illness from norovirus, salmonella, and E. coli that sickened nearly 600 people in 13 states in 2015. The company closed stores, spent several months under investigation by the U.S. Centers for Disease Control and Prevention (CDC) and other health organizations, and faced a criminal investigation in connection with the incidents.After a much-publicized closing of all of its stores on February 8, 2016, and numerous changes to its food sourcing and preparation practices, Chipotle tried to win back customers with dramatically increased advertising and free food promotions.However, on April 26, the chain announced its first-ever quarterly loss as a public company. Same-store sales for the first quarter were 29.7% lower than in the previous year. Operating margins fell from 27.5% to 6.8% over the same period, and the company's share price was down 41% from its summer 2015 high.
Author: Business Trend Analysts, Inc
Publisher:
ISBN:
Category : Convenience foods
Languages : en
Pages : 472
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Book Description
