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The restaurant I decided to analysis the SWOT of to determine its competitive advantages was The Chipotle Mexican Grill. This is a very established restaurant with restaurants located in 40 of the 50 states and the District of Columbia with a total of 1128 locations all together. They are all company owned locations and are not franchised. This is a good thing because in a franchise is defined as a licensing arrangement under which a franchisor allows franchisees to use its name, trademark, products, business methods and other property in exchange for monetary payments and other considerations. Since they are company owned, the same desire to serve a great product can be stressed throughout all of their locations. It is always the possibility of a franchisee that may be more concerned with just making a profit and taking into consideration the product their business is producing.
Chipotle Mexican Grill has several strengths that they are utilizing extremely well. I think that their greatest strength is the fact that their menu is very streamline with interchangeable items. They have a total of five items on the menu the burrito, burrito bowl, crispy taco, soft taco, and salad, along with offering an appetizer of chips and guacamole and their salsas.
Because of the fact that their menu items use many of the same ingredients, this is a great way of cutting down of the expense of buying a lot of different produce to prepare their items and they can stay focused on their aim of doing exceptionally well with a few things. When they order cheese, lettuce, meats, or rice they can purchase a large quantity of it because all of their menu items use it. There is not a great likely hood of product spoiling and being wasted because it isn’t used and because they focus on sourcing the best possible ingredients available. Chipotle makes every effort to purchase food with integrity. Along with trying to follow certain guidelines they have set forth for themselves, they also share this information with their customers on their website.
Opening their doors for the first time in 1993, Chipotle a goal set that was simple. They wanted to serve high quality tasty and delicious food, doing so quickly, but still offering their customers an experience that not only was better than the rest, but gave a completely new definition of a fast food experience by the most capable team possible. They understood that good food is good business.
In addition to keeping a streamline menu being a strength and addition to this strength is that they allow you to customize your order to your desired taste and they are incorporating new technology into their business by doing online ordering as well. Many establishments have offered call-in orders, and drive-thru service for years, but having the option of sitting at your computer, tablet or even your smart phone and being able to look at the choices you have available helps the customer to know what is available and cuts down on mistakes being made on orders.
The weakness of the Chipotle Mexican Grill is the fact that they only offer Mexican style food. Now, personally I enjoy eating Mexican food, but my husband on the other had does not share my same love. By keeping their menu strictly in the Mexican variety, they are pinpointing only those customers that like enjoy tacos, burritos and salads that have a Mexican flavor. Now if there is a large demographic of people in their location that purchase Mexican food on a regular basis this is a good road to take. But let’s take my family for instance, I enjoy Mexican food, my daughter does, but my husband and mother do not enjoy our taste. So when we go out to eat unless we are ordering out as a carry out to eat at home, more than likely I would end up at a restaurant with a larger variety of items offered so that we all could enjoy eating out and not have to settle for a food item I or they don’t necessarily care for.
Chipotle is well on the way to utilizing their strength of a streamline menu by making sure your experience of fast food of above that we have come accustom. Many times fast food establishments serve your food quickly, but the quality of their menu item has much to be desired. The best way for them to utilize their strength is to keep making sure they focus on goals they have in place already and make sure they keep serving good food which will continue to be good business for them. They need to continue to be company owned and not franchise out so that they can keep control of the way the customer is served.
They can minimize their weaknesses of serving only Mexican food my possibly adding a few items that aren’t of this origin but can be still prepared from produce or meat items they already purchase. They already of chicken and steak on the menu to be used for the tacos, burritos, and salads so they could possible offer a small steak or chicken entre with a small salad and potato. The only thing they would be adding is the purchase of potato which could be used with the burritos and tacos for those who would prefer not to eat rice. So at the end of the day they would be opening up the possibility of new customers by only adding one product that is a low cost item. You can purchase potatoes in a large quantity for a very minimal price. My suggestion would be to purchase the medium sized potato that can be served with the new entre item, not look skimpy on the customers plate, and be sold for a price that can be compatible with the prices they are currently selling their present menu items.
I have not personally frequent a Chipotle Mexican Grill, but I do know because of what I have learned from their website when I do come across one they have me with the desire to try their product. I have the expectation of the food being delicious and tasty, but I am also looking forward to exposed to a better than the rest fast food experience.
WORKS CITED
(n.d.). Retrieved from http://www.menuism.com/restaurant-locations/chipotle-mexican-grill-164322/us
Chipotle Mexican Grill. (n.d.). Retrieved from Chipotle Mexican Grill: http://www.chipotle.com

WORKS CITED
(n.d.). Retrieved from http://www.menuism.com/restaurant-locations/chipotle-mexican-grill-164322/us
Chipotle Mexican Grill. (n.d.). Retrieved from Chipotle Mexican Grill: http://www.chipotle.com

(n.d.). Retrieved from http://www.menuism.com/restaurant-locations/chipotle-mexican-grill-164322/us
Chipotle Mexican Grill. (n.d.). Retrieved from Chipotle Mexican Grill: http://www.chipotle.com…...

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