Abstract

The case examines the business model of the US based fast casual restaurant chain, Chipotle Mexican Grill Inc. (CMG). CMG was founded by Steve Ells (Ells) in 1993. The company, which initially sold burritos, was well known for its ‘made to order’ food and use of organic ingredients. In the late 1990s, the company started expanding rapidly throughout the US. In 2001, CMG released a mission statement called “Food with Integrity,” which highlighted its commitment to naturally raise meat, organic produce, and dairy products without adding hormones. Apart from usage of organic ingredients, CMG’s restaurant design, marketing strategy and culture of the company played an important role in its success. The case also analyzes the role of Ells leadership in the success of the company.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the business model of CMG Inc
• Analyze the factors behind the success of CMG Inc.
• Examine the leadership style of Steve Ells
• Study the criticisms against CMG
• and Evaluate the future prospects of the company.

Keywords

Chipotle Mexican Grill Inc., Steve Ells, Entrepreneurship, Leadership Style, Restaurant Design, Business Model, Online Ordering, Restaurant Design, Organic Ingredients, Marketing Strategy, Culture, Carbon Footprint