Steve Ells - Promoting 'Food with Integrity'
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To download Steve Ells - Promoting 'Food with Integrity' case study
(Case Code: LDEN070) click on the button below, and select the case from the list of
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Please note:
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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Case Details:
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Price: |
| Case Code |
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LDEN070 |
For delivery in electronic format: Rs.
400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extraThemes
Leadership |
| Case Length |
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21 Pages |
| Period |
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2000-09 |
| Pub Date |
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2010 |
| Teaching Note |
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Not Available |
| Organization |
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Chipotle Mexican Grill Inc. |
| Industry |
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Fast Foods |
| Countries |
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US |
Abstract:
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The case examines the business model of the US based fast
casual restaurant chain, Chipotle Mexican Grill Inc. (CMG). CMG was founded by
Steve Ells (Ells) in 1993. The company, which initially sold burritos, was well
known for its 'made to order' food and use of organic ingredients. In the late
1990s, the company started expanding rapidly throughout the US. In 2001, CMG
released a mission statement called "Food with Integrity," which highlighted its
commitment to naturally raise meat, organic produce, and dairy products without
adding hormones. Apart from usage of organic ingredients, CMG's restaurant
design, marketing strategy and culture of the company played an important role
in its success.
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The case also analyzes the role of Ells leadership in the success of the company.
Issues:
» Understand the business model of CMG Inc.
» Analyze the factors behind the success of CMG Inc.
» Examine the leadership style of Steve Ells.
» Study the criticisms against CMG
» Evaluate the future prospects of the company.
Contents:
Keywords:
Chipotle Mexican Grill Inc., Steve Ells, Entrepreneurship, Leadership Style, Restaurant Design, Business Model, Online Ordering, Restaurant Design, Organic Ingredients, Marketing Strategy, Culture, Carbon Footprint
Steve Ells - Promoting 'Food with Integrity'
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