Steve Ells - Promoting 'Food with Integrity'

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Case Details:

Case Code : LDEN070
Case Length : 21 Pages
Period : 2000-09
Pub Date : 2010
Teaching Note :Not Available
Organization : Chipotle Mexican Grill Inc.
Industry : Fast Foods
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction

On November 17, 2009, the US-based fast casual restaurant⁵ chain, Chipotle Mexican Grill Inc. (CMG), announced that it would open a restaurant in London, United Kingdom (UK). This was the company's first restaurant outside the US and Canada. The restaurant was expected to be operational by April 2010. Commenting on the plans to open the first CMG restaurant in Europe, Steve Ells (Ells), Founder, Chairman and Co-Chief Executive Officer (CEO) of CMG, said, "We are very encouraged by the prospects for Chipotle in the UK. London has become an important food city over the years, especially because of the awareness of and desire for things like locally sourced, seasonal, and artisanal ingredients.

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These are all core values of Chipotle and we have been instrumental in bringing this kind of thinking to fast food in the US. We call it 'Food with Integrity' and it is how we are changing the way people think about fast food."⁶ Apart from London, CMG planned to open restaurants in other locations including Paris in France and Munich in Germany...

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5] A fast casual restaurant is a type of restaurant that does not offer full table service but promises a higher quality of food and atmosphere than a fast food restaurant. In the US, it is a relatively new and growing concept to fill the space between fast food and casual dining. The typical cost per meal is in the US$ 8 - US$15 range (Source: http://en.wikipedia.org).

6] "Chipotle Gets Chummy with London," www.qsrmagazine.com, November 17, 2009.

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