Innovation: The Recipe for Chipotle's Success
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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 |
Abstract Case Intro 1 Case Intro 2 Excerpts
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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