hipotle (CMG CMGChipotle Mexican Grill Inc273. 53-2 12% Made with Highstock 4. 2. 6) is really a Mexican grill restaurant using a limited menu plus a higher level of food customization. The restaurant was first opened in 1993 and currently has over 1,700 stores in U. S. and abroad. McDonald's (MCD MCDMdDonald's Corp. 168.65 + 0.33% Made with main stock 4. 2. 6) had controlling curiosity about restaurants in early 2000s but divested after Chipotle Mexican Grill Franchise Europe IPO in 2006. Since the IPO, Chipotle's share has grown from $ 42 to over $ 650 but still be described as a long-term investment opportunity.
Motto Chipotle "food with integrity" was inspired by founder Steve Ells who learned all about American food production. Ells is focused on serving ethically and naturally produced foods, which Chipotle claims produces more delicious meat than some other restaurant. In 2013, Chipotle implemented a no-GMO policy for its materials.
Consumers agree Although higher food costs cause Chipotle to boost prices by 2014, the same store sales grew by 16. 8 percent, store margins rose to 27.2 percent and net gain increased by 36 percent. Chipotle opens 192 new stores in 2014 and hopes to spread out another 200 by 2015.
Why? Because books and documentaries showing the bad side from the fast food industry have grown to be popular, Chipotle Mexican Grill Franchise Europe profits are increasing. Consumers who want healthy food choices tend not to order salad at McDonald's and
Wendy's (WEN WENTY Wendy's Co15 02-1 44% Made with Highstock 4. 2. 6), searching for natural foods which are raised or produced organically. (For more, see: Feed Your Appetite For Chipotle Stock with Options.)
One from the keys to Chipotle's success is its small menu. The smaller menu has three benefits. First, because Chipotle only stores fresh ingredients, there's always the potential for food spoilage. The small menu cuts down on the volume of material necessary for the hand, thereby lowering the probability of waste.
Secondly, small menu means fast service. In other fast food restaurants, your home may be overwhelmed with orders and may make a few mistakes. At Chipotle, the error is actually impossible: order a soft taco, pick a patch and pay. If employees forget to add nuts, consumers watch and may show negligence. Easy and fast and consumers find it irresistible.
Finally, small menu includes customers know exactly what's sold when they look at the restaurant. Chipotle need not develop new services or make striking to tell consumers about its offerings, and rrndividuals are not disappointed with product loss from a trial or promotion period.
It might be belief that the miscroscopic menu isn't good: how come consumers want to limit their choices? Chipotle has thought about this, along with the policy would be to increase the risk for goods consumers want when the ingredients can be found. This policy has resulted in the development of Quesarito, Chipotle Nachos and many more secret menu items.
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