Innovation: The Recipe for Chipotle's Success

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

An Innovative Fast Food Concept

Chipotle Mexican Grill, Inc. (Chipotle), the US-based Mexican fast casual restaurant chain which was in the business of selling burritos , tacos , guacamole , and chips, reported a net income of US$46.1 million for the first quarter ended March 31, 2017. According to its note to investors, revenue for the first quarter of 2017 was US$1.07 billion, up 28.1% from the first quarter of 2016. Steve Ells (Ells), Founder, Chairman and CEO of Chipotle, said, "2017 is off to a strong start, as our restaurant managers and teams are energized by our renewed focus on the customer. By simplifying the focus in our restaurants to only those elements that lead to a great guest experience, our operations have improved every single month, which gives us confidence that we are on our way to achieve our mission to ensure that great food made with whole unprocessed ingredients is accessible to everyone." ...

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