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Case Code: BSTR527
Case Length: 14 Pages 
Period: 2001-2017   
Pub Date: 2018
Teaching Note:Available
Price:Rs.400
Organization :Chipotle Mexican Grill, Inc.
Industry :Restaurant 
Countries : US
Themes: Strategic Management
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
IT and Systems
Operations
Economics
Leadership & Entrepreneurship

Innovation: The Recipe for Chipotle's Success

 
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BACKGROUND NOTE

 

Chipotle was established by Ells and Monty Moran (Moron) in 1993. Moran and Ells had been friends since high school. After graduating in 1990 and training as a chef at The Culinary Institute of America , Ells started working as a sous chef at the Stars restaurant in San Francisco, USA. There, Ells perceived the popularity of food items like tacos and San Francisco burritos. Realizing that there was a huge demand for Mexican food in the US, he opened a taqueriain in 1993 in Denver, Colorado. The initial investment of US$ 85,000 for the first restaurant came in the form of a loan from his father. Ells’s aim was to reinvent Mexican food in the US by offering high quality food with more flavors and ranges to choose from. He wanted to be innovative and provide an extraordinary customer experience.

 
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