hipotle (CMG CMGChipotle Mexican Grill Inc273. 53-2 12% Made with Highstock 4. 2. 6) is a Mexican grill restaurant having a limited menu plus a advanced 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 during the early 2000s but divested after Local Food Places Nearby IPO in 2006. Since the IPO, Chipotle's share has increased from $ 42 close to $ 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 devoted to serving ethically and naturally produced foods, which Chipotle claims produces more delicious meat than any other restaurant. In 2013, Chipotle implemented a no-GMO policy for its materials.
Consumers agree Although higher food costs cause Chipotle to improve prices by 2014, exactly the same store sales grew by 16. 8 percent, store margins rose to 27.2 percent and net profit increased by 36 percent. Chipotle opens 192 new stores in 2014 and hopes to start another 200 by 2015.
Why? Because books and documentaries showing the negative side in the fast food industry are getting to be popular, Local Food Places Nearby sales are increasing. Consumers who wish healthy food choices usually do not order salad at McDonald's and
Wendy's (WEN WENTY Wendy's Co15 02-1 44% Made with Highstock 4. 2. 6), seeking natural foods which are raised or produced organically. (For more, see: Feed Your Appetite For Chipotle Stock with Options.)
One in the secrets of Chipotle's success is its small menu. The smaller menu has three benefits. First, because Chipotle only stores fresh ingredients, often there is the potential of food spoilage. The small menu reduces the level of material necessary for the hand, thereby reducing the probability of waste.
Secondly, the small menu means fast service. In other fast food restaurants, your kitchen could be overwhelmed with orders and can get some things wrong. At Chipotle, the error is almost impossible: order a soft taco, select a patch and pay. If employees forget to add nuts, consumers watch and can show negligence. Easy and fast and consumers love it.
Finally, the small menu includes customers know exactly precisely what is sold when they check out the restaurant. Chipotle does not need to develop services or make striking to share with consumers about its offerings, and individuals are not disappointed with product loss after a trial or promotion period.
It might be considered that the tiny menu is bad: why do consumers desire to limit their choices? Chipotle has thought over it, as well as the policy is always to increase the risk for goods consumers want if the ingredients are available. This policy has triggered the creation of Quesarito, Chipotle Nachos and much more secret menu items.
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