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Chipotle’s ‘Scarecrow’ Campaign: Leveraging ICT for Communicating Sustainability
Background Note
The founder of Chipotle Mexican Grill, Steve Ells (Steve), graduated from the Culinary Institute of America in New York City in 1990. He started working as a sous chef at the Stars restaurant in San Francisco, USA. While working in San Franscisco, Steve observed the popularity of food items like tacos and San Francisco burritos. .... Sensing 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. Steve’s aim was to reinvent Mexican food in the US by offering high quality food with more flavors and varieties to choose from. ....... |
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When Steve told his friends about his plan, his friends tried to dissuade him, saying that Mexican food was cheap and that he could not run a Mexican restaurant chain by charging the kind of prices other popular restaurant chains in the US like McDonald’s and KFC did. Steve, however, stood firm and went ahead, determined to build a profitable Mexican restaurant chain. When the first store was opened, Steve calculated that he needed to sell at least 107 burritos per day to make a profit...........
